RACWA selects Portrait Software solution for Member Relationship Management Programme

22 April 2008

Portrait Software has been selected by RAC, Western Australia, as the customer interaction platform to offer a range of services including roadside assistance, motor and home insurance and travel services to their members. The contract, worth in excess of £2.6m (AUD6m), was won by Portrait from a shortlist of three vendors.

The RAC, first established in 1905, has since grown with more than 650,000 members and aims to increase this to 700,000 by 2011. It is also looking to expand the range of products and services to its members as well as increasing its additional member benefits.

“RACWA has a large member base and diverse products and services to offer them. We needed an integrated system that enabled us to build stronger, deeper relationships with them by allowing us to treat them as individuals. Portrait became an obvious choice based on its success and experience with Nationwide Building Society and also China Automobile Association, Beijing, where membership services and customer relationships are paramount. ” said Paul Downes, CIO, RACWA. “Portrait will enable us to more effectively achieve our corporate vision of putting our members first, every day ’, he added.

The RAC’s key goals include the ability to customise and bundle products tailored to members’ needs, to determine the profitability and lifetime value of each member’s relationship and to drive up revenue via increased retention and products per member.

Portrait Software is providing an enterprise-wide licence based on a 25% increase in the number of users over the next three years. Portrait Foundationâ„¢ and Portrait Customer Analyticsâ„¢ will be at the heart of three new business systems:

Membership Management (new member registration, renewals, contact management, and customer feedback management) through all channels.
Roadside Assistance handling (request capture, service vehicle dispatch, towing dispatch)
Insurance, Travel Service and Finance (quotes, new business, renewals, cross-sells)

This will be delivered through multiple channels including branches, sales & service contact centres, internet and mobile service teams. The solution will enable all channels to have a single-view of information for each and every member across multiple legacy systems which will allow the RAC to personalise its marketing.

Downes further commented “Competitive differentiation through exemplary customer service is going to be key to the success of the RACWA and Portrait can help us achieve that. We will have flexible applications that will allow us to scale easily as demand increases. They are easily integrated with existing systems and, critically, easily changed. Furthermore the software provides an audit trail for all interactions enabling the RAC to provide compliance, fairness and sensitivity to our members.”

The project is currently being implemented with ‘go-live’ scheduled for the fourth quarter of 2008.

Nick Randall, CEO of Portrait Software commented, “We are delighted that Portrait has been selected by RACWA. It is a further testament to the inherent power of the technology that it enables organisations globally to develop and maintain lifetime value customers.”

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