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Message: <table width="402" border="0" cellspacing="0" cellpadding="0" align="center"> <tr> <td width="1" bgcolor="#cccccc"> </td> <td width="10"> </td> <td width="380"><h1 style="font-family: Arial, Helvetica, sans-serif; font-size: 26px; color: #353535; font-weight: 200;">Revving up Roadside</h1> <div style="font-family: Arial, Helvetica, sans-serif; font-size: 12px; color: #353535; margin: 15px 0 0 0; Letter-spacing: -0.01em; line-height: 170%;"><p>Founded in the UK in 1905 to help motorists avoid speed traps, The Automobile Association (The AA) has the largest breakdown and recovery fleet in the UK. But as the category leader, they need to continually innovate so that their services remain relevant to their members. </p> <p> The AA asked Engine for help in re-designing their roadside offer to develop a range of significant and incremental innovations across a five-year timeframe, supporting each with high-level business analysis and implementation plans. </p> <p> <img src="http://engine.pmhclients.com/images/uploads/Focus-group.jpg" alt="image" width="376" height="200" /> <br /> <span class="image-description">Exploring motoring moments with customers</span> </p> <p> The project began by lifting the hood of the AA to discover how it worked. We visited call-centres, went on the road with the technicians who repair vehicles, watched cars being fixed and spoke to their members on the roadside. </p> <p> We interviewed key stakeholders from across the business and hosted a series of design research sessions with motorists to unearth their views on how the AA could be the most relevant motoring organisation. The insights developed from this research were profound and set the scene for a series of inspired co-creation sessions with the business. </p> <p> <img src="http://engine.pmhclients.com/images/uploads/Capabilities.jpg" border="0" alt="image" width="376" height="200" /> <br /> <span class="image-description">Exploring business capabilities with stakeholders</span> </p> <p> Attended by patrols, marketeers, operations and business analysts, the co-creation sessions explored the business’s capabilities against a set of emerging differentiators and hygiene factors to establish a clear set of development priorities. The sessions then employed a distributed brainstorming technique to explore how a series of service design principles could be brought to life at key motoring moments for a series of carefully constructed and provocative customer personas. </p> <p> At the end of the session, the generated ideas were screened and prioritised and over the following weeks a series of nine propositions were developed, underpinned by an exciting strategic opportunity. </p> <p> <img src="http://engine.pmhclients.com/images/uploads/brainstorm.jpg" alt="image" width="376" height="200" /> <br /> <span class="image-description">Distributed brainstorm in action</span> </p> <p> Working with the senior management team, the propositions were reviewed, prioritised and further seeded with existing business developments to produce a high-level implementation roadmap, identifying interdependent work streams and responsibilities. With the propositions approved, all that remained was for the pilots to be completed, which occurred during 2008. </p></div> <a style="font-family: Arial, Helvetica, sans-serif; font-size: 12px; color: #ea3300; text-decoration: none;" href="http://engine.pmhclients.com/projects/pcs_page/revving_up_roadside1">View article here</a> </td> <td width="10"> </td> <td width="1" bgcolor="#cccccc"> </td> </tr> </table>
Founded in the UK in 1905 to help motorists avoid speed traps, The Automobile Association (The AA) has the largest breakdown and recovery fleet in the UK. But as the category leader, they need to continually innovate so that their services remain relevant to their members.
The AA asked Engine for help in re-designing their roadside offer to develop a range of significant and incremental innovations across a five-year timeframe, supporting each with high-level business analysis and implementation plans.
Exploring motoring moments with customers
The project began by lifting the hood of the AA to discover how it worked. We visited call-centres, went on the road with the technicians who repair vehicles, watched cars being fixed and spoke to their members on the roadside.
We interviewed key stakeholders from across the business and hosted a series of design research sessions with motorists to unearth their views on how the AA could be the most relevant motoring organisation. The insights developed from this research were profound and set the scene for a series of inspired co-creation sessions with the business.
Exploring business capabilities with stakeholders
Attended by patrols, marketeers, operations and business analysts, the co-creation sessions explored the business’s capabilities against a set of emerging differentiators and hygiene factors to establish a clear set of development priorities. The sessions then employed a distributed brainstorming technique to explore how a series of service design principles could be brought to life at key motoring moments for a series of carefully constructed and provocative customer personas.
At the end of the session, the generated ideas were screened and prioritised and over the following weeks a series of nine propositions were developed, underpinned by an exciting strategic opportunity.
Distributed brainstorm in action
Working with the senior management team, the propositions were reviewed, prioritised and further seeded with existing business developments to produce a high-level implementation roadmap, identifying interdependent work streams and responsibilities. With the propositions approved, all that remained was for the pilots to be completed, which occurred during 2008.
