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Presentation National Tourism & Events Conference 2013


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Membership is at the heart of RACV, but we are doing so much more in the digital environment to engage our members. While ensuring that members always have a choice, we are building new applications …

Membership is at the heart of RACV, but we are doing so much more in the digital environment to engage our members. While ensuring that members always have a choice, we are building new applications on the internet and mobile devices while developing new content to drive through these channels. Our challenge is to engage members across a broad range of motoring, home, finance, lifestyle and tourism products, each of which have their own unique needs.

This presentation will discuss our website development paths, how we are building content for members and distributing it through different channels and our charge in the new digital social environment. We will also be presenting our latest offering for members, the Connected Vehicle application which is our latest in telematics applications deliviering ways for members to be connected and the digital magazine that RACV has launched for Royal Auto magazine

Published in: Automotive, Technology

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  • Members will have access to full details of their portfolio with RACV via web and mobile devices. We have taken the portfolio approach to emphasise the relationship beyond the individual product holdings.
  • Transcript

    • 1. RACV Membership Online 22 July 2013 Chris Rathborne eBusiness & Membership Systems
    • 2. Emergency Home Assist Home Security Golf Insurance Members Emergency Roadside Assistance RACV Club Leases and loans Debentures Membership is the heart
    • 3. Member Benefits distributed Years of Membership Benefits $109m per year Free2go $2m per year Motoring Products $2m per year Show Your Card & Save $20m per year Tourism & Travel $1.5m per year Royal Auto 18m Mags Per Year RACV Resorts $5m per year Advocacy $5m per year RACV Shop Merchandise $1m per year
    • 4. ….and to serve members effectively Members can choose their channel Members choose the service that suits them Product areas can market their channel of choice
    • 5. Objectives of Online Strategy • Provide value added content and functionality for members • Let members manage their RACV portfolio – My Membership Manager • Encourage two way communication with members • Communicate member value proposition • Establish platforms for members to communicate with each other 12 Month Metrics 2.1m pages of content
    • 6. Value Added Content everywhere Readable, consumable & interactiveReadable, consumable & interactive High Quality photo’s and videoHigh Quality photo’s and video High ShareabilityHigh Shareability Mobile and DesktopMobile and Desktop SEO is criticalSEO is critical
    • 7. Enterprise Distribution of Content Websphere Content Management
    • 8. • Member focused systems enable My Membership Online • Portfolio approach for members to manage their products and services • Capability deployed to all mobile devices • Will provide online options to purchase new products and vary existing holdings – through one portal My Membership Portal An online platform which allows members to manage their RACV portfolio when and where they choose…..
    • 9. RACV Gets Social • Online forums established • Facilitating members sharing stories and experiences • Enabling members to learn from each other • Members able to communicate when & how they choose
    • 10. RACV Mobile Development Fuel Information via mobile RACV & website: Real time, searchable and when/where members needs it Directions to nearest discount outlet Trend analysis to assist members’ understanding of prices Available desktop and mobile devices for convenience Mobile site has 47k visits per month SYC&S Mobile Application Fully searchable on the move GPS located partners including directions Real time ‘hot offers’ to members on behalf of partners Compatible with interstate partner programs 60k downloads
    • 11. RACV Digital News Stand
    • 12. Connected Vehicle - TELEMATICS
    • 13. RACV Connected Vehicle
    • 14. Current Developments – the way ahead Online ClaimsOnline Claims ManagementManagement Smarter Mobile Applications – mobileSmarter Mobile Applications – mobile commercecommerce More Connected Vehicle FeaturesMore Connected Vehicle Features Digital Membership CardsDigital Membership Cards Membership PortalMembership Portal ReleasesReleases SoLoMoSoLoMo
    • 15. Thank you for your time @chris_rathborne