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The AA approach to a data-led digital workplace
back to grid

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 challenge

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?

the response & 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.

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 to continue on its digital communications transformation journey.