Motoring and member services leader increases sales and brand halo effect using machine learning

The members of RAC WA depend on the organisation to deliver products and services including roadside assistance, travel, security, financing and insurance services, plus batteries and tyres.

Sitecore was chosen as part of a three-year digital transformation to provide personalisation, customisation, and mobility, as well as integration with the Microsoft Azure cloud and machine learning products.

The website now offers a different experience for members paying a roadside assistance bill compared to an interaction with a call centre or an in-person visit. The machine learning functions of Azure evaluates members’ current services and then offers additional ones. As a result, motoring quotes have increased by 62% and home insurance quotes have risen 44%. RAC WA has also seen a 30% increase in mobile users on the RAC website with mobile traffic now outstripping desktop.