The Royal Institute of Navigation has chosen conversational AI solutions and technology provider Tovie AI to revolutionise the way it attracts and engages with new members.
With RIN’s membership eligibility spanning 60 countries and activities covering a wide breadth of areas across the navigation subject matter domain, it had become challenging for prospective members to understand the ever-larger set of RIN membership options available. Increasingly this had required RIN staff to support potential members in the onboarding process, helping select the right track for a given member while answering large volumes of questions along the way.
As part of its strategy to enhance its membership digital experience along with reducing long-term operational costs, the RIN has partnered with Tovie AI to automate the acquisition and onboarding process of new members. The deployed solution, developed on top of the Tovie AI conversational cloud, consists of an AI-powered virtual assistant that can advise prospective members on the right membership track for them whilst answering any questions they might have along the way. This approach has allowed the RIN to scale its ability to have real-time interactions with members without adding additional resources and time overhead to its existing marketing and customer service operations.
Collaborating closely with RIN operational teams, Tovie AI was able to launch the virtual assistant in just 1.5 months. A few months from going live, the positive impact is palpable: the virtual assistant has helped add 20% growth in membership conversion and reduce the amount of RIN staff support hours spent on onboarding.
“The first benefit we are seeing from Tovie AI’s implementation is more insights into what our website visitors are looking for. We have already added multiple new answers based directly on customer-journey insights from Tovie AI. There are encouraging early indications that new sign-ups are trending positively above run-rate. The implementation was hassle-free and Tovie AI has integrated easily into our existing front-end and back-end systems,” says John Pottle, RIN Director.
“When first engaging with John and his team it was already evident that the RIN’s gradual move towards a sophisticated digital experience for members was starting to bear fruit in the form of steady growth. What we have been able to achieve with this collaboration is to add fuel to that growth story by empowering the RIN to not only supply its members with a compelling onboarding journey that alleviates confusion and reduces drop-off, but that gives the organisation a long-term technology capability that will allow it to scale real-time member communication as the business grows without directly adding to the RIN’s cost base,” Joshua Kaiser, CEO at Tovie AI.