The AA Transforms Its Customer Experience and Digital Capabilities

Market Leader in Roadside Assistance Embraces Informatica as a Part of an Organization-wide IT Transformation Programme to Reveal New Sales Opportunities, Discover New Process Efficiencies, and Move Closer to Its Eight Million Customers

London, U.K., 5 February, 2015 – Informatica, the world’s number one independent software provider, focused on delivering transformative innovation for the future of all things data, today announced that the AA has selected Informatica as a part of its IT Transformation Programme. The UK’s most trusted[1] commercial brand, and market leader in roadside assistance, has selected a comprehensive, unified portfolio of Informatica solutions as part of a major business and IT transformation programme. By turning large volumes of raw data into insight, the AA will be uniquely posed to move closer to its eight million customers, reveal new sales opportunities and discover new process efficiencies.

“Informatica will help position the AA for growth,” explains Steve Harris, senior project manager, Product Systems, The AA. “By treating data management as a strategic business discipline, the company will have a unique opportunity to further improve our customer experience and commercial performance. Knowing precisely who our customers are and their relationship with the AA is key to attracting them, retaining them, and building their loyalty.”

The AA is deploying a new suite of solutions to deliver best of breed customer services and experience across all its channels, underpinned by a unified Information Platform solution—comprising Informatica solutions for Data Integration, Master Data Management (MDM), Test Data Management and Data Quality—to rapidly gain a 360-degree, accurate and timely view of its eight million customers. Existing customer data will be cleansed and integrated into the Informatica MDM hub, delivering a common and consistent view of the data that is immediately available to all the AA’s business units (BU).

The AA is partnering with strategic business applications provider Pegasystems to implement the programme and has selected Informatica based on the company’s best-of-breed technology in the market, its seamless product integration, the scalability of the platform and its flexibility to adapt to the AA’s changing needs.

 “We are immensely proud that the AA has standardized on Informatica to support the company’s transformation,” explains Amit Walia, executive vice president and chief product officer, Informatica. “By putting trusted, actionable data at the center of its business, the AA will be able to engage customers across every point of contact. This customer 360 view is crucial to the delivery of personalized marketing offers, relevant online and roadside interactions and relationship-building customer service calls.”

About The AA

The AA is one of the UK’s best known and most trusted brands, and the country’s largest breakdown cover organization. Representing more than 40% of the market, with more dedicated patrols than anyone else, the company responds to an average of some 10,000 breakdowns every day.

About Informatica

Informatica is a leading independent software provider focused on delivering transformative innovation for the future of all things data. Organizations around the world rely on Informatica to realize their information potential and drive top business imperatives. More than 5,800 enterprises depend on Informatica to fully leverage their information assets residing on-premise, in the Cloud and on the internet, including social networks. For more information, call +1 650-385-5000 (1-800-653-3871 in the U.S.), or visit Connect with Informatica at, and


Note: Informatica, Informatica PowerCenter, Informatica Data Quality and Informatica MDM are trademarks or registered trademarks of Informatica in the United States and in jurisdictions throughout the world. All other company and product names may be trade names or trademarks of their respective owners.

[1] Y&R Brand Asset Valuator survey in 2014.