The road to transformation for Green Flag

Marketing 27th January 2021

As Green Flag prepares to mark 50 years of 24/7 roadside assistance, it has swapped the oversized birthday cake for a five-year change program that hopes to see the enterprise continue to mark significant anniversaries in the future.

This program has been described as instigating a “generational leap” by Managing Director Dean Keeling, with the sole purpose of introducing “an operating model that’s fit for purpose for what the next 10 years are all about”.

Rather than waiting for a wrecking ball knock on the door, Green Flag has recognised the advantage of pre-empting the need for change and taking the relevant steps to achieve digital transformation that is both consistent and continuous. This program also celebrates Green Flag’s refusal to fall into the trap of complacency.

Currently achieving an NPS score in the high 70s (for context, an NPS score above 50 is considered “excellent”, with 80 “world-class”), Green Flag is already leaps and bounds ahead of others in its field. And yet, being successful and staying successful are too different challenges.

Today, Green Flag is recognised as a market leader in traditional financial services, enabling them to enjoy market share and customer loyalty. However, the architects behind Green Flag’s five year program recognise that success as a traditional business today falls short of what success could look like as an agile and ambitious fintech tomorrow. This is especially true when it comes to having the ability to respond to changing customer needs in an industry built entirely on being 100% customer centric.

In fact, having agility built into the foundations is the driving force behind the program.

In the words of Keeling:

“I want the solution to remove technology challenges from the table. What I don’t want is for us to come up with a new idea down the line and we can’t do it because of technology. You ultimately need the flexibility to pivot, and while you do have a sense of direction for the next five, eight or ten years, you must recognise that true business value comes from the agility of being able to take a sharp left turn two years into that roadmap.”

With the above in mind, Green Flag set about a root-and-branch overhaul, looking at ways to revolutionise its existing technology ecosystem, process design and team makeup – leaving behind any legacy tech, ways of working or processes that would get in the way of its digital future.

Part of this solution involved working with AWS and ECS to implement a scalable, cloud-based platform that enables Green Flag to meet the changing business and customer needs and evolve from being ‘data rich, but insight poor’ to data-driven decision making.

True success comes from setting higher standards consistently and finding ways to improve and facilitate those improvements. Green Flag has done just that, taking a momentous leap in the right direction and we are incredibly proud to have been part of that journey.

Discover the full Green Flag transformation story in the Digital Bulletin January issue here.

If you’d rather learn more about how ECS has worked with Green Flag to help accelerate the build of its chosen strategic technology platform, Amazon Connect and evolve their CX strategy, watch the video at the start of this blog.


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