Driving growth: New strategies for Autoliitto’s membership growth

The Challenge

Autoliitto is a Finnish motorists’ service, offering membership benefits and services related to motoring. The growth of new memberships has been slowing down and traditional means of membership acquisition such as telemarketing have been losing their effectiveness. On the other hand, existing members at risk of leaving were further stagnating growth.

For these reasons, Autoliitto’s strategy was focused on finding new means for increasing the number of members, enhancing member acquisition, and improving membership retention. The challenge presented to Grolea was to help them define a high-level plan for this, as well as the process and means to implement it.

Identifying Key Development Areas

To get started we needed to learn more about how Autoliitto currently operates. We did a background study, interviewed key stakeholders, and organized an ideation workshop to identify activities to improve membership acquisition and retention. We introduced new ways of working to organize around measurable experimental development work.

Based on our background study, stakeholder interviews, and ideation workshop we created a long list of development ideas and prioritized them based on their business impact. We identified key resources for the development work and set goals and metrics to measure our success.

We selected the first development ideas to work on, and scheduled kick-off meetings to plan the work. We set up monthly steering group meetings to analyze and prioritize the continuous development work.

Elevating Membership Acquisition and Retention

We were able to identify 25 key development ideas to enhance membership acquisition and retention strategies. The ideas ranged from user interface optimization and marketing campaigns to developing internal processes and back-office systems. Through research and experimental work, we got critical insights into how to improve on different domains. These included better utilization of site traffic for converting visitors into members, improving membership continuation through better payment methods, and systematically gathering more data on member resignations.

Based on the findings one of our key recommendations was to move towards a more comprehensive back office system that supports member acquisition, customer management, marketing, and invoicing. This would enable Autoliitto to streamline operations, reduce manual labor, and improve overall efficiency.