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The AA drives customer relationships with Thunderhead

NOW platform to support the motoring organisation's customer communications

January 07, 2008

The AA will begin 2008 by using the Thunderhead NOW enterprise communications platform as the foundation of its future printed customer communications.

The NOW platform will enable customer-facing business users at the AA to take control of the creation and maintenance of customer communications. It will allow them to respond quickly and appropriately, with personalised content delivered across the customer’s preferred channel. It will also cater for interactive and ad-hoc correspondence and call centre actions. Previously the business users had to rely on IT expertise to create and edit communications.

“Thunderhead NOW will enable our business users to vary our communications according to our customers’ needs and circumstances”, said Michael Cutbill, Marketing Director at the AA. “We want our letters to reflect what we know about our customers’ dealings with us, and we want to deliver at the standard they expect from us. We see Thunderhead as key to upgrading the quality and relevance of our communications.”

“Being able to engage with your customer is critical in such fast-changing and competitive environments – particularly as there is such limited interaction with them. It is important to get this right,” said Glen Manchester, CEO of Thunderhead.

“Thunderhead NOW will help strengthen the AA’s communication strategy through this partnership, as it is such an established organisation. The technology provides the personalisation and multi-channel capabilities which will prove to be essential in today’s competitive landscape. This is particularly true for a company such as the AA as it has such a broad and diverse membership,” Manchester concluded.

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Executive quote

“Being able to engage with your customer is critical in such fast-changing and competitive environments – particularly as there is such limited interaction with them. It is important to get this right.” said Glen Manchester, CEO of Thunderhead.

“Thunderhead NOW will help strengthen the AA’s communication strategy through this partnership, as it is such an established organisation. The technology provides the personalisation and multi-channel capabilities which will prove to be essential in today’s competitive landscape. This is particularly true for a company such as the AA as it has such a broad and diverse membership.”

Customer quote

“Thunderhead NOW will enable our business users to vary our communications according to our customers’ needs and circumstances”, said Michael Cutbill, Marketing Director at the AA. “We want our letters to reflect what we know about our customers’ dealings with us, and we want to deliver at the standard they expect from us. We see Thunderhead as key to upgrading the quality and relevance of our communications.”

About the company

About The AA

The AA is the UK’s leading breakdown service with more dedicated patrols than any other UK roadside assistance provider. The professionalism and high standards valued by its 15 million members in the event of a roadside breakdown are also the hallmark of many more AA products and services.

The AA offers personal financial services including motor and home insurance, loans, and breakdown repair cover. There are AA products and services to help both private and fleet motorists to choose and run vehicles. The AA’s website is a motoring, travel and leisure portal and its popular route planner calculates more than three million routes per week. The AA is the largest independent travel publisher in the UK and one of the top 10 worldwide. Its many publications include maps, travel and lifestyle guides.

AA Public Affairs helps guide and shape motoring policy by analysing and researching issues, and campaigning on behalf of members and motorists.

For more information, visit www.theAA.com

About Thunderhead

Thunderhead is the leading provider of enterprise solutions for the production of customer engagement and multi-channel business communications.

Thunderhead delivers the only enterprise platform that enables business users to manage the end-to-end process of creating intelligent personalised communications across multiple channels.

Due to its unique combination of Business User control, standards-based architecture, and enterprise capabilities, Thunderhead has quickly established itself as the clear market leader for financial services organisations, counting leading businesses such as Prudential, SAGA, Morgan Stanley, Lehman Brothers, Alliance and Leicester, and BUPA amongst its customers. Thunderhead services its global customer base from offices located in North America, Europe and Asia Pacific.

For further information please visit www.thunderhead.com.

Contact details

For further information, please contact:
Farimah Saadat or Tulna Shah at LEWIS
Tel: +44 (0) 20 7802 2626 Fax: +44 (0) 20 7802 2627
Email: thunderhead@lewispr.com
Internet: http://www.thunderhead.com

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