Project Overview
Launched in late November 2016, the RACQ Roadside Assistance App provides a highly-optimised user experience that enables members to request assistance at the tap of a button.
The App automatically detects the member’s location using GPS, and integrates the assistance request made by the App into RACQ’s Computer Aided Dispatch and vehicle tracking systems.
The App provides real-time and updates awareness of the assistance request in a beautiful user interface crafted to keep the user informed of both the status of their request and the status of the responding RACQ patrol vehicle.
The location of the patrol vehicle is displayed along with a real-time update of expected arrival time for the assistance request. The app also provides details about the responding patrol operator, access to the latest road conditions across Queensland (including hazards, incidents and events) and other value-add services that RACQ provides including the RACQ Discounts App tailored to provide a wide range of discount benefits to members.
Project Commissioner
Project Creator
Team
Ansible Design Team
Ansible Development Team
Project Brief
The new Roadside App’s objective was to achieve a more optimum and informed experience for users when requesting and being supported by RACQ for roadside assistance needs.
The specific goals of the application were to:
• Increase efficiencies in member’s requesting/receiving roadside assistance
• Establish the App as a primary means of requesting roadside assistance
• Reduce call volume to the RACQ contact centre (customers calling for initial assistance request and regular status follow-up calls)
• Provide the means for customers to autonomously track and manage their assistance request via the App
• Increase customer engagement with RACQ.
• Improve communication with members.
• Innovate and provide a best-in-class user experience.
• Increase RACQ’s positive sentiments on the iTunes and Google Play stores.
Project Need
Prior to the delivery of the RACQ Roadside Assistance App (Roadside App), members could use the omnibus RACQ App to request assistance, but they had no means of tracking their assistance request from their location. The primary means of both requesting and tracking assistance remained via phone to the contact centre.
The concept of providing real-time, updated and highly contextual information to members in a situation that is normally characterised by an elevated level of anxiety was extremely powerful.
The new Roadside App would provide a much more useful, intuitive and meaningful experience for users via a mobile application. The new app would enable customers to request and track roadside assistance.
Ultimately, members respect that an assistance request will take a certain amount of time as their assistance request elevates to the ‘front of the queue’. However, prior to the investment in the Roadside Assistance App, the absence of material updates ‘in the palm of their hand’ was a key opportunity to elevate customer experience and satisfaction.
User Experience
One key focus was to create an interface that enabled members to confidently depend on the efficiency of an application to lodge and manage a request, in lieu of the traditional and reliable phone call approach.
To manage this, we would need to provide a highly-optimised interface with an Uber-like experience where the member could:
• see the vehicle progressing towards them on a map.
• view highly contextual updates from the moment the service request was initiated by the App.
• see anticipated wait times that serve to ease customer anxiety.
• receive an update when a vehicle was formally assigned to them and tracking that vehicle in real-time through to the arrival of the patrol operator.
Project Marketing
The high-quality user interface generates trust and has a delightful interaction design. It also communicates RACQ performance times, providing reassurance of the quality of the organisation supporting its members and its commitment to them. Transparency of information in real time creates a better customer experience, a better understanding of the service, and ultimate trust in that service which leads to significantly elevated customer satisfaction.
Notable specific results include:
• realising 300% of assistance requests via the app as compared to the prior omnibus App implementation.
• growth in requests averaging 20% month-on-month.
• increase in App downloads of 1500 month-on-month.
• realised savings of approximately 1.8 call centre interactions per incident logged via the App.
• projected annual savings of $150,000 in call centre costs in the first year, increasing year-on-year.
• significantly enhanced customer satisfaction with an average star rating of 4.83 out of 5 for all service requests managed via the App.
The implementation of the App has been highly successful with more than 40,000 fresh downloads and 100,000 updates across the RACQ member community since its launch. The RACQ Roadside Assistance App is highly rated in both the App and Play stores.
Project Privacy
RACQ members are able to securely register and login for an optimised experience, prefilling vehicle and membership information to streamline requests.
Digital - Expanded Service or Application
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