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The AA approach to a data-led digital workplace.
IC & Engagement
Digital AA Hero
months of planning, surveying, and delivering.
87 %
of colleagues using the Hub just three months in.
user sessions in the immediate post-launch period.
In a nutshell

As a fast-paced business with a diverse audience, the AA wanted to better understand the digital communications needs of its employees before investing in new online platforms to connect them.

The brief

The AA is a complex business with many different audience types – what digital platforms could truly allow it to communicate and collaborate in ways that fit the business workflows and culture that also makes the most of today’s technology?

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Our response and delivery

We carried out a digital communications research project to unearth the opportunities and challenges digital presents for the AA, and create and deliver a digital strategy that’s right for the business and its people. We interviewed senior stakeholders, surveyed employees, and hosted face-to-face focus groups with desk-based employees, as well as on-the-road engineers, to paint a true, authentic picture of the digital wants and needs from all employees.

Through extensive research, we produced a data-led report that presented our digital communication findings with clear recommendations for the business, across themes such as internal communications, culture, existing access to technology, workflows, and what its audience really wants and needs.

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The impact

The report now gives the AA a clear understanding of its audience’s digital communications requirements, and a map to help the business continue on its digital communications transformation journey.

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“The team at scarlettabbott approach things with no corporate baggage and buckets full of creativity, enthusiasm and digital experience. It’s given us a solid basis for decision-making and stakeholder engagement and employees feel they’ve been involved from the outset to create a site that’s for them, by them.”
AA‘s IC&E management team.
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