1) The key learnings from a digital transformation at The AA are: Clear strategy and direction, gaining good insight into what customers want, ensuring small details are addressed, properly managing requirements, and gaining stakeholder buy-in and engagement. 2) The five major learnings are: having a clear strategy and direction, gaining good insight on customer wants, attention to small details, proper management of requirements, and stakeholder buy-in and engagement. 3) A digital transformation at The AA highlighted five important learnings: the need for clear strategic direction, understanding customer wants, attention to details, managing requirements effectively, and securing stakeholder engagement and buy-in.

1. Digital Transformation
5 Learnings in Change
Richard Philips – Digital Transformation Programme Director

2. • The AA
• The Challenge
• My background
• 5 Top learnings
Agenda

3. Who’s the AA?

4. Trusted brand The UK’s most trusted commercial brand1
Over 50% of households hold an AA product
Customer loyalty Strong Membership retention – over 80%
Long Average tenure of members – many >20
Market leadership 3.7m personal Members, 10m through B2B
Over 2,900 dedicated patrols
Operational
excellence
3.5m breakdowns attended pa
Unique services and deployment IP
The AA – a fantastic business…

5. What has worked for the last 7 years will not work in the future
A transformation is needed
…But with some challenges
Under investment across the board:
systems, brand, products,
property
Legacy of venture capital ownership
reflected in people and
organisation
IT platform dated and inefficient
Ineffective CRM system

6. Richard Philips
Wide range of clients

7. 5 Major Learnings
①
②
⑤
③
④

8. 1) ?

9. What products?
What order in UX?
To whom?
Product vs solution centric?
What pricing?
To whom?
Logged in state?
Operating Model
Digital done in house?
How much outsourced?
Where does Digital fit?
1) Clear Strategy & Direction

10. 2) ?

11. What channels to engage with?
Tone of voice – change?
What channel what part of the
transaction?
How much customisation?
How to treat different customers?
Change approach by segment?
Level of technology
Different products by different segment –
opportunity for bespoke product/
service
Integrating online/offline experience
Should it be different?
Potential for market niche?
2) Good insight on what your customer’s want?

12. 2) Good insight on what your customer’s want?

13. Smart Umbrella - Tells you when it rains……..

14. 3) ?

15. Is your data up to it?
Level of customer data
Data quality
Permissions
Can you infrastructure cope with it?
All the piping?
Hosting?
Link to mainframe speeds etc.
Non-functional requirements
Does the business understand the service
vs cost trade-off
Have you done the homework?
Service support sufficient?
Budgetary to cover
3) Small things and the details matter

16. 4) ?

17. Have you captured all requirements?
All stakeholders should be involved
All prioritised
Is decision making on requirements?
Clear in terms of authority
Tied to agreed principles – trade-off’s
Left to the right people
Who is tracking requirements?
Clear ownership from start → Completion
Documented ownership clear
Testing team involvement with requirements
early on
4) Management of Requirements – vital

18. 4) Management of Requirements – vital

19. 4) Management of Requirements – vital

20. 4) Management of Requirements – vital

21. 5) ?

22. Are the right people involved?
Sell the right level of involvement
Sign-off and decision making clear
Management backfill agreed
Clear senior sponsor commitment
Do they know what they are getting?
Be clear what the company bought
Articulate where the value is
Rollout of capability?
Change management
Change impact clearly articulated
Change plan has senior sponsorship
Training thought through
Ongoing coms plan and engagement
sessions
5) Stakeholder Buy-in & Engagement

23. 5) Stakeholder Buy-in & Engagement

24. 5 Major Learnings
①
②
⑤
③
④
Clear Strategy & Direction
Good insight on
what your
customer’s want
Small things and the details matter
Management of Requirements
Stakeholder Buy-in &
Engagement

25. And Finally……………
“The essence of strategy is choosing what
not to do.” —Michael Porter