Interchange-October-2015-ACP.PDF
- 1. 30 AAA INTERCHANGE OCTOBER 2015 AAA CONFIDENTIAL bestpractices Growing Good Ideas ACP clubs pool their good ideas and best practices to fuel membership growth For AAA Club Partners Member Experience Vice President Velma Knowles and her staff, recent membership growth at all 10 ACP clubs isnt the result of one good idea but many. Over the last year, we have been creating a membership blueprint based on quick results, idea-testing and best practice sharing that all clubs can use and benefit from, Knowles said. Theres definitely a collaborative spirit here. The learning never stops, and were incorpo- rating and sharing all our lessons and findings across all clubs. All ACP clubsAAA Allied Group; AAA Ari- zona; AAA Hoosier Motor Club; AAA Mid-At- lantic; AAA MountainWest; AAA Northern California, Nevada Utah; AAA Northwest Ohio; AAA Oklahoma/South Dakota; AAA South Jersey; and AAA Southern Pennhave reported member growth, in 2015 year-to- date tracking and during the 12-month period ending July 31. Knowles and her team attribute success to assessing automotive service gaps; introduc- ing a membership sales excellence program; establishing a cross-club Tiger Team group that meets to assess challenges and create solu- tions; mystery-shopping programs to gauge the member experience, identify best practices and target areas for improvement; and enhanced tracking, analysis and reporting to help identify areas where the team should focus its efforts. Major and positive changes accomplished through Tiger Team collaborative efforts have turned a very slow, lethargic membership growth pattern into one that is more than 3 percent at the moment, said AAA Oklahoma/ South Dakota Member Experience Vice Presi- dent Rick Bickford. Over the past 12 months, weve made changes to our billing cycle, auto- matic renewals and how we handle lapsed member recoveries. Weve also assigned front- line membership sales representatives who have completed our sales excellence course to both states and look forward not only to more, but better sales. The sales excellence programbased on a successful insurance program initiated by CSAA Insurance Grouphas contributed to an improved member experience, which in turn supports member retention, growth and engagement, Bickford said. The club also has implemented a tracking portal to provide frontline associates access to key club metrics at a glance, including year-over-year, year-to-date and month-over- month trends. Steven Groft Led by Member Experience Vice President Velma Knowles, inset, AAA Club Partners clubs are spreading the word about good ideas that can benefit all clubs in the association.