Case Study: AAA Carolinas achieves 330% boost in member engagement and faster service with Salesforce Marketing Cloud

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

AAA Carolinas, the regional AAA club serving North and South Carolina for more than 100 years, set out to modernize its member experience. Leadership identified fragmented customer data and transaction‑focused service teams as obstacles to becoming a more relational organization, and decided to consolidate systems and create a single member record to support lifecycle‑oriented engagement.

They expanded Salesforce, brought in a dedicated Salesforce Program Architect to drive strategy and best practices, and rolled out features like Live Agent and automated opportunity flagging. The changes drove a 330% increase in chat engagement and a 54% reduction in service response time, generated roughly 1,250 new insurance opportunities per month (projected to add $99K–$200K in annual gross revenue), improved quote rates and internal collaboration, and enabled faster, Salesforce‑first iteration across the organization.

AAA Carolinas

Richard Sexton

Chief Marketing Officer