AAA Employees EmbraceD a New Digital Future

When CSAA Insurance (a AAA auto and home insurance provider) made the strategic decision to shift from selling insurance policies in physical AAA storefronts to offering them directly online, we knew it would be a seismic change. That was especially true for our inbound call center employees, who had traditionally only taken incoming calls from customers about insurance policy claims and questions. They had never sold insurance before.

I led the change management campaign that helped make this transition not just successful, but empowering. Working closely with cross-functional teams, I developed a communications and training strategy that clearly explained the "why" behind the shift, gave employees the tools to adapt, and created a sense of momentum and shared purpose.

We rolled out tailored training programs, reinforced them with clear and consistent messaging, and created space for feedback and iteration. The results spoke for themselves: employee feedback on the training was overwhelmingly positive, and we saw measurable sales improvements from team members who had never sold a policy before.

This was more than just a communications win. it was proof that when employees are brought along with clarity and care, they can rise to meet even the biggest changes.