How RAC WA used AI to unearth member data insights


Digital transformation projects are normally pursued for their ability to improve engagement between an organisation and its customers. But there is much to be said for their ability to boost staff engagement levels too.

For 113-year-old Perth-based roadside assistance organisation, RAC WA, its digital alignment program is doing both – approving the agility with which it can respond to member requirements, while enabling its digital and data teams to gain greater recognition within the organisation.

In 2017, RAC WA had completed a three-year journey to migrate its core presence on to Sitecore hosted on Azure. According to RAC WA senior digital UX manager Richard Quance, it was time to look for ways to demonstrate the agility that new platform unlocked.

Quance said initial interest focused on the machine learning capabilities within Azure and how these could be linked with Sitecore.

“The data team and the digital team got together to work out what could be a simple proof-of-concept using AI capability that would change that mindset within those teams that we could deliver change quickly and effectively,” he told CMO.

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