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Case Studies

Customer-Centric Transformation for
Enhanced Member Engagement

Business Issue

The AA was embarking on a major transformation programme, using Pegasystems as the core CRM and Marketing capability. Historically, the organisation had been mainly structured around the product lines of business, executing a ‘push’ approach to customer communications.

The AA realized that developing a new platform to engage with its members, and prospective members could create significant value, both for members and for the business. To enable this to happen, the development of a customer decisioning strategy was a vital step to ensuring successful delivery.


Working with Adqura, the AA created a Customer Decisioning Strategy which clearly defined the needs of its Members and Prospects across all product lines and channels. Those needs were then aligned to the decisioning capability requirements which would drive maximum value generation.

This culminated in the development of a roadmap for the AA, which would allow optimal design and delivery of the solution from Day 1, with the capacity to rapidly build new capabilities to achieve its overall vision.

In addition to the output, one of the benefits of taking this approach was that the leadership team, through a collaborative workshop led approach, had designed and signed off the Vision and Strategy as a team. As well as developing the strategy, a wealth of knowledge had been shared, enabling a more informed and aligned approach to embarking on the decisioning journey.


  • Customer Decisioning Strategy with the Customer at its heart
  • Organisational Roadmap and Plan
  • Aligned and Engaged Leadership Team
  • Leadership team aligned and motivated to deliver strategy
  • Customer Blueprint containing new concepts to maximize customer value

Adqura brings great breadth and depth of experience to the projects we did with them, they are also great people to spend time with. True partners in CRM

Chris Harris

Group Marketing & Insight Director, The Automobile Association (AA-UK)

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