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RACI-WA Case Study

RAC Insurance in WA

The Client

RACI is the leading local Insurer of WA in Australia.

The Issue

RAC is a Member based organisation committed to enhancing and protecting the lives of Western Australians. Its insurance business faced a back drop of rapidly declining market share, the threat of increased competition, a succession of several departed CEO’s and a workforce who were disengaged and required to move its culture from one of compliance to one of pride, unity, proactivity and commerciality. Under a new Executive Team & CEO it was agreed a new culture needed to be pursued to grow market share and become the logical home and motor insurer in Western Australia

The Plan & Methodology

A Five-Year Roadmap was developed with the Executive Team Called “On the Move”. The plan was synthesized down to one page called Game Plan on a Page and had five core pillars

  • Implementation of an Achievement Culture committed to fulfilling customer and colleague commitments
  • Redesigning the claims experience to be efficient, customer intimate and easy
  • Being profitable and commercial in all day to day decision making
  • Aligning Brand Values and the Customer Lived Experience as being proudly Western Australian
  • Reducing the operating costs by becoming more efficient and streamlined in the way work was done
The methodology targeted and focused on building the Capability and Capacity of the Front-Line Leaders to develop and coach their teams through the above five strategic pillars. There was a relentless focus on cascading the Game Plan on a Page and 5 strategic pillars down into each area of the business By
  • Running a series of Good Practice Forums which included 100-day reviews
  • Adopting a set of behaviours which supported an Achievement Culture
  • Conducting Offsite Experiential Team Advances for all staff to help build familiarity with each other and allow the participants to practice, rehearse and apply the desired behaviours.
  • Building the Commercial Acumen, Coaching & Facilitation Skills of the Front-Line Leaders
  • Allowing teams to reimagine, renew and reinvent how they transact business to drive efficiencies
  • Developing an aggressive PR & Mark-Comms that used staff as being the deliverer of the message – not actors
  • Totally remodelling & realigning the reward, recognition, and communication systems to support and affirm the desired behaviours
  • Implement a disciplined weekly – monthly – quarterly and annual pulse to ensure effective use of time – prioritisation and performance indicators through the use of data, dashboards and reporting

The Outcomes

Staff turnover dramatically dropped, whilst team engagement and morale metrics greatly improved that helped deliver
  • Sustained year on year profits, premium growth (GWP) and cost reductions
  • Year on year growth in market share – despite a fivefold increase of new competitors onto the market
  • Growth in member satisfaction (NPS) and retention levels
  • Clear succession via the depth & talent in the next tier of managers and future leaders
  • Numerous Industry Awards for achievements in Marketing – Employee Engagement – Business Impact
  • The adoption and implementation of a new claims system which greatly enhanced the customer experience and reduced the call volumes and call times

What Our Clients Have to Say

David guided the cultural transformations of companies I lead from 1999-2012. His methodologies are based upon behaviours and active engagement between people, teams and leaders. The sustainable effect of his framework remains evident at my last role (2007-2012 - prior to my retirement) and has long been positively discussed at all levels within that company even today (2020). I highly recommend David for a "no nonsense, understandable and behaviours driven" cultural change programme.
Mike McCarthy
“The first CI in Warrnambool was about Alcohol Fuelled Violence and after doing the program, we saw an immediate 10% drop in alcohol fuelled violence and that was sustained in the years to follow”
Tracey LinfordAssistant Commissioner, Victoria Police
We have undergone a considerable culture change process which has required us to totally redefine and renew our culture to be more aligned with our future vision and commercial goals. RYP International have led the process and facilitated our management team and staff through the change in a professional and unique manner. The impact on our teams has been profound.
Mike McCarthy CEO RAC Insurance
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