RAC is a leading motoring and vehicle support services company operating in the UK, Ireland and France and is one of the best known brands in the UK, with over 99% spontaneous recognition from the public. The company provides over six million customers with roadside assistance services, financial services, insurance, legal services, driver tuition and training and vehicle glass replacement. The RAC vision is to be the leading motoring solutions provider to both

To achieve their vision, the RAC intends to deliver an ‘inspirational service’ across all their collaborative business units. By enabling this strategy, the RAC will be more effective in anticipating and meeting its customers’ needs; building the potential lifetime value of the customer and building sustainable growth. RAC needed to:

• Centralise customer information that resided in many disparate systems.
• Replace the obsolete, unsupported systems throughout the business.
• Develop a more comprehensive understanding of existing business and financial processes.
• Simplify complex sales processes.
• Improve the ability to market, cross-sell and up-sell to existing customers.
• Shift from traditional, promotion driven pricing to customer profile based.

The Customer Centric Management (CCM) programme was initiated by RAC to implement these changes.

The new CCM application gave the RAC a single application to conduct sales, maintenance and membership renewal activities for all their customers. All customer interactions are captured in the system and there are over twenty integration points, tightly combining the CRM system with finance, data warehouse, address validation, credit card authorisation, direct debit setup and field service dispatch systems.

Business & Decision, with its proven track record in delivering quality CRM applications were selected by RAC to implement Siebel 7 Call Centre within its business solutions and consumer business units.

Business & Decision consultants worked in conjunction with RAC Business Analysts to implement Siebel-optimised business processes across the organisation. The integrated technical team migrated over one hundred and fifty millions records from three legacy applications into the new database.
The four hundred concurrent users from the RAC Breakdown business were introduced to Siebel as part of a multi-phased deployment plan.

Siebel 7 Call Centre