One of the most trusted brands in the world, AAA, took the most critical aspect of their Customer Experience and handed it over to an AI-powered virtual agent for omnichannel self-service. It may seem quite risky to leave emergency roadside assistance in the hands of a virtual agent, but AAA took careful steps to ensure it was done right.

1. Confidential & Proprietary
© SmartAction
How a Top 25 Most
Trusted Brand
Handed Their CX to AI
Director of Q&E, AAA National
Patty Kleinfeldt
CMO, SmartAction
Brian Morin
March 2020
Managing Editor, Aggregage
Shelley Trout

2. Confidential & Proprietary
©SmartAction | 2
About SmartAction
AI-Powered Virtual
Agents as a service
What We Do Our Mission
To make life less hard®
for enterprises and their
customers
#1 Rated
Solution on Gartner Peer
Insights
Achievements
Founded as AI research
firm & headquartered in
Los Angeles, CA
Company
100+ customers
across 12 industries

3. Confidential & Proprietary
©SmartAction | 3
AAA
Patty Kleinfeldt
Director of Q&E, AAA
National
Top 25 Most Trusted Brand in America known for
decades of legendary 24-hour Roadside Assistance
60 Million Members
Millions of emergency roadside assistance calls
serviced annually

4. Confidential & Proprietary
©SmartAction | 4
Core
Capabilities of
Conversational
AI
Connected to
same data as
live agents
Predict why
customers
are calling
Recognition
+ Cognition
Navigate complex,
multi-turn
conversations
Route
exceptions to
live agents
Omnichannel

5. Confidential & Proprietary
©SmartAction | 5
AAA Tipping
Point
The challenge driving the need
for AI-powered virtual agents

6. Confidential & Proprietary
© SmartAction
Hesitations
Would it actually
deliver on its
promise?
Would we get
in the way of our own
revenue potential?
Do I want to
hand off my CX to a
machine?
How would this
impact our CSAT?

7. ©SmartAction 7
Confidential & Proprietary
©SmartAction | 7
From Skeptic to Believer

8. Confidential & Proprietary
©SmartAction | 8
AAA’s Emergency Roadside Assistance
Member
Location
Intent Capture in
Natural Language
Authentication +
Business Rules for
Self-Service
Location of Nearest
Service or Tow
Call to Service
or Tow
Call to Member on
ETA
Provider ETA
Updates
Updated ETA to
Member
Alert to Provider to
Close Ticket
Validate Member
Service

9. Confidential & Proprietary
©SmartAction | 9
Key Results / Observations
CSAT Equivalent
to Live Agent
Cost vs. Live Agent Annual
Calls Self-serviced
= 5+
MILLION
1/3rd

10. Confidential & Proprietary
©SmartAction | 10
Hand Over CX to AI?

11. Confidential & Proprietary
©SmartAction | 11
It’s an iterative process that
requires care and feeding
Conversational
AI is not a
product
Conversational AI
Solution Design
Use Case
Mapping
Enhancements
& Upgrades
Reporting
& Analytics
Project
Management
Training
& Tuning
TechnologyTechnology
Services

12. ©SmartAction
DIY? Partner?

13. Confidential & Proprietary
©SmartAction | 13
Best-of-Breed
CX Team
Automate without sacrificing
CX
Client
Advocacy
Marilyn
Customer Success
Analytics
& Tuning
Eli
Customer Insights
AI Automation
Assessment
Charles
CX Consultant
CX Design
& Strategy
Mark
CX Design
Quality
Assurance
Ryan
QA
CX TEAM
Solutioning
& ROI
Trent
Solutions
Expert
Project
Management
Kathy
Project Manager
Engineering
David
Engineer

14. Confidential & Proprietary
©SmartAction | 14
LIFE LESS HARD™
Why Customers Choose SmartAction
Proven Conversational AI
Top-Rated Solution by Analysts & Peers | 16 Case
Studies | >100 Use Cases in 12 Industries
Outsource Instead of DIY
Virtual Agents as a Service | Human-centric
Design from a Team of CX Experts
Low Risk Implementation
Nominal Setup Fee | Simple Usage Pricing
No Hidden Fees | Fast ROI

15. Confidential & Proprietary
©SmartAction | 15
“Customer service
interactions handled by AI
will increase 400% from
2017-2021.”
- Gartner
Next Steps
info@smartaction.com
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Assessment
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