Case Study: AAA Carolinas achieves unified member view and 330% higher engagement with Salesforce DMP

AAA Carolinas is driven to provide the best member experience with Salesforce Architects

AAA Carolinas, the century-old regional club serving North and South Carolina, faced siloed customer databases, transactional processes, and a perception of being outdated. Leadership set a goal to become more relational by consolidating member data into a single record and aligning sales and service around the full member lifecycle.

They expanded Salesforce usage and engaged Salesforce Architects (a dedicated program architect) to guide strategy, best practices, and implementations like LiveAgent chat, Chatter collaboration, automated insurance-opportunity flags, and Field Service Lightning exploration. The initiative drove a 330% increase in chat engagement, 54% faster response times, about 1,250 new opportunities per month (projected $99K–$200K additional gross revenue annually), a two-point rise in quote rate within two weeks, and faster, more collaborative internal adoption.

AAA Carolinas

Richard Sexton

Chief Marketing Officer