Delivers online answers to aid 100 million annual site visitors

The AA, Britain’s biggest membership organisation, is delivering faster answers to questions from its 8.2 million monthly website visitors using Transversal’s Metafaq eService solution. Using neural network technology, Metafaq has provided instant online answers to over 250,000 questions since its implementation across the whole of in March 2006.

Less than 2 per cent of visitors using Metafaq needed to resort to sending a query by email which has reduced demand on the AA’s contact centre and sector experts.

The AA is also using Metafaq to help understand what customers are looking for, so that new content or advice can be published in a timely manner to meet customer needs.

Chris Patience, motoring content manager, commented: “The AA has approximately 15 million members and we pride ourselves on providing a high quality service to all of them. We have a reputation as experts and visitors rightly expect us to have the answers on a vast range of topics. By working with Transversal we can provide instant, accurate responses to customers through a system that is simple and efficient to administer.”

Prior to implementing Metafaq the AA relied on static Frequently Asked Question (FAQ) pages to provide customer answers across all its products and services. Keeping these updated and providing answers to new queries was a major administrative overhead, particularly for the AA’s contact centre team and sector experts. Metafaq has reduced this drastically by automatically building the questions asked by customers into an up-to-date, self-organising, self-learning, knowledgebase of answers – requiring no programming or knowledge managers, and only a couple of hours of internal resource a month to manage.

“The sheer breadth and depth of the information required by the millions of visitors to the AA’s site is staggering,” commented Davin Yap, CEO of Transversal. “Implementing Metafaq ensures that all members receive fast access to accurate answers, which is crucial to maintaining customer service and cementing the AA’s reputation as experts in the motoring field especially. Add in Metafaq’s ability to update content quickly and easily and it puts the AA in the driving seat when it comes to online customer service.”

The dynamic nature of Metafaq also enables the AA to react quickly to changing events. Time sensitive content can be quickly loaded into Metafaq, allowing the business to react quickly to opportunities such as the World Cup, rather than having to wait for regular website content updates.

Dee Roche, Head of Marketing +44 (0)1223 723 388
Rainier PR
Chris Measures/Elke Panzner +44 (0)20 7494 6570

About The AA
The AA is the UK’s leading breakdown service with almost twice as many dedicated patrols than any other breakdown service fixing 8 out of 10 breakdowns at the roadside. The AA was ranked number one in the JD Power 2005 Roadside Assistance Study.

The professionalism and high standards valued by more than 15 million members in the event of a roadside breakdown is also the hallmark of many more AA products and services. The AA offers personal financial services including motor and home insurance, loans, warranties, 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 almost 2 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. Registered charity The AA Motoring Trust, which was established in 2002, continues to conduct research and campaign on behalf of motorists.
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About Transversal
Transversal is a Cambridge-based developer of intelligent eCustomer service software that enables organisations to achieve key sales, customer service and efficiency goals. Transversal's flagship service, Metafaq, enables organisations to increase online sales and reduce the volume of call and email queries to contact centres by automatically answering customers' questions online. Transversal customers will typically see immediate and dramatic email reductions, by around 60%, and improvements in email response times, from days to minutes. Intrafaq, Transversal's knowledge management solution for contact centres, delivers information to agents in a unique way from a dynamic natural language knowledgebase. Simply by typing a question, in their own words, agents can access answers to customer questions; providing fast, accurate and consistent responses. Organisations benefit from increased first call resolution and efficiency by improving the knowledge and quality of service provided by customer service and help-desk agents. Transversal's Memory Engine™ is the result of research and development by top researchers in Information Theory and Machine Learning from Caltech and Cambridge universities. Transversal co-founder, Prof. David MacKay, is a world renowned expert in Artificial Intelligence. He pioneered Bayesian Neural Networks in the late 1980s and remains at the forefront of the field. Current customers include Sony, Direct Line, Thomsons, MFI, Barclays, Nissan, Fujifilm, Standard Life, Freemans, Grattans, Look Again, Kaleidoscope and the Metropolitan Police.

Published on: 12:00AM on 29th June 2006