Summary
RACQ's approach to customer experience offers a case study in how a century-old motoring club and insurer has modernised its digital, service, and workplace practices without losing its community roots. The Australian organisation built a customer data platform to unify fragmented information from transactions, social media, and third-party sources, and applies machine learning to roadside assistance dispatch and personalisation across channels.
Mobile app investment features prominently: RACQ consolidated roadside assistance, insurance, and banking services into a single app experience, supported by push notifications and in-app messaging. Upgrades to online booking for vehicle servicing also stand out, including real-time tracking and repair notifications, alongside a redesigned digital onboarding journey that removes friction for new members.
On the service side, RACQ's complaint-handling transformation, chatbot deployment within its contact centre, and staff training programs aimed at building empathy and problem-solving skills stand out. Employee experience initiatives spanning recognition programs, flexible work, wellness, and feedback mechanisms round out the picture, alongside brand-building efforts including RACQ's community response during Queensland's flood emergencies and its broader roadside-assistance-plus positioning. Governance around how member data moves across these systems also comes into view, reflecting the balancing act between personalisation and the trust RACQ has built over decades as a member-owned organisation.
- Customer data platform and machine learning for predictive roadside dispatch
- Digital onboarding, mobile app consolidation, and online booking upgrades
- Employee recognition, wellness, and flexible work programs
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