The Road Accident Fund’s Customer Relationship Management (CRM)

The Road Accident Fund (RAF) Customer Relationship Management (CRM) Project was initiated in 2023 to address severe service delivery failures, including chronic non-responsiveness, fragmented communication channels, and a lack of visibility in claims progress. These challenges were confirmed by a customer satisfaction score of 50%. The project’s core objective was to replicate back-office service expertise to the frontline, creating dedicated platforms for each stage of a claim. The CRM Project introduced a single, integrated digital platform to centralise all customer interactions across channels (Customer Service Centres, Email, Contact Centre, and digital platforms) and a 300-seat professional contact centre to consolidate stakeholder interactions. This was achieved by creating dedicated customer platforms for each core claims process (Claims, Litigation, Medical, Finance), allowing claimants to get specific and informed assistance at every stage of the claim. This has enabled RAF to track, manage and resolve customer queries more effectively, while improving accountability.

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