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Accelerating the Future of Driver Training
Project Overview
RED Driver Training set out to be the first driver training service in the UK to provide an end-to-end digital experience for their students. In an industry that has traditionally been technology averse, RED aim to differentiate themselves by providing customers with a frictionless learning experience whether they are beginners preparing for their first driving lesson or Theory test, or advanced drivers looking to refine their skills and gain a new license qualifications.
With over 100,000 students trained annually and more than £43 million processed in driving lesson payments each year, RED's scale and influence in the driver training market is significant. Their commitment to innovation is evident in their recent digital expansion, which includes the acquisition of The James May Driver Theory app used by over 250,000 active users each year. This digital-first approach is not just about meeting current demands; it's about anticipating the future needs of a rapidly evolving market.
As a longstanding customer of FourNet, RED looked to us to help realise their digital transformation goals. Through a series of indepth workshops, we analysed their existing technology stack and identified opportunities for enhancement. Our focus was on providing scalable, flexible solutions that would not only meet RED's current needs but also position them for future growth. By transitioning to cloud-based services, enhancing operational resilience, and ensuring PCI compliance, we set out to support RED in their mission to lead the driver training industry into the digital age.
In this case study, we will explore how RED successfully navigated this transformation, the challenges they overcame, and the tangible outcomes of their efforts, including improved reliability, customer satisfaction, and operational efficiency.
Focused Outcomes
About RED
In a market slow to embrace technology, RED is determined to shape the future of the UK's driver education sector, aiming to lead the industry with an unmatched digital experience that spans from the early stages of learning to drive to the more advanced nature of practical driving tuition and post test success enhancement training.
RED currently manage over £43 million payments per year through a mix of online and contact centre sales and have recently developed new apps to diversify their digital presence. Starting with an acquisition of the James May Driver Theory app, that serves thousands of learners via subscription services. This strategic move expanded their digital footprint, leading to the launch of two additional apps that have redefined their customer
journey.
RED is not just responding to the post-pandemic surge in demand; they are proactively shaping the future of driver training. By aligning call-centre support and app-driven interactions, RED is enhancing customer engagement and positioning themselves to lead the market through upcoming regulatory changes such as the potential launch of Graduated Licensing.
As they shift towards a digital self-service model, RED is committed to maintaining a personal touch that they are known for, whilst embracing innovation, with clear goals to be the best in the industry, offering a seamless and blended learning journey experience for every student.
The Driver Training Industry
It is safe to say that the driving training industry was one of the hardest affected by the COVID-19 pandemic, with practically all activities being stalled for months. This inactivity led to huge backlogs for new drivers looking to get on the road, and with around 2,500 people turning 17 everyday, working through this backlog was not a simple task.
In the UK, there are over 1.6 million driver tests conducted annually and delivering the training for these tests is a mix of large companies like RED and smaller, independent driving schools. Traditionally, much of the business conducted in this industry has been reliant on over-the-phone sales, face-to-face interactions and word of mouth referrals, with many organisations having a small digital presence. However, as other markets embrace digital technology, RED are looking to be a leader in the driver training industry, providing greater convenience, flexibility, and efficiency, particularly as the tech-savvy younger generation enters the market. The RED goal is to provide a single driver education relationship with the student as soon as they can apply for a provisional driving licence (15 years and 9 months) via App based products with class leading support services.
Project Launch
This project was unique in its approach. Although RED was an existing customer of FourNet, using an Avaya contact center that functioned without issues, we identified opportunities to align RED's contact centre technology with their strategic goals. Through multiple workshops, we recommended moving away from legacy technology to better integrate traditional services with RED's evolving digital customer journeys.
RED made the strategic decision to replace their legacy Avaya solution and bespoke middleware with NICE CXone. This leap of faith to the cloud was meticulously engineered to ensure zero downtime, a critical factor considering that any service disruption could cost RED c£100K per day in lost driving lesson sales. The new platform has been deployed across 90% of the organisation, with a blend of CXone and Microsoft Teams, ensuring that the right tools are in the hands of the right teams. The remaining 10%, where Teams is better suited, continues to operate seamlessly alongside the NICE platform.
Outcomes
The transition to NICE CXone has been smooth, with 100% uptime since the platform's deployment in 2023. The blend of CXone for the majority of the organisation and Teams for a specialised 10% has proven effective, ensuring that all teams are equipped with the tools they need to excel. This careful orchestration of cloud migration and platform integration has not only maintained RED's operational resilience but also set a new standard for reliability in the driver training industry.
Furthermore, the meticulously engineered approach to this migration, designed to eliminate any potential for downtime has paid off, allowing RED to continue operations without interruption. This approach was critical to safeguarding RED's financial performance, avoiding potential risk, customer feedback and financial disruption and profit.
What’s Next for RED
RED's journey doesn't stop with this successful cloud migration. The next phase involves leveraging NICE CXone to its fullest potential, using data-driven insights to drive success and further enhance the customer experience. As RED's suite of apps continues to grow, the focus will shift toward integrating these apps with the contact centre to create a seamless customer journey from start to finish.
Currently, the apps and contact centre operate independently, but RED envisions a future where they are fully integrated. This integration will enable RED to blend the convenience of selfservice with the personalised support of their traditional services, creating a harmonious balance between human and digital interactions. By doing so, RED aims to convert app users into fully engaged customers, supported by a contact centre that understands their needs at every stage of their learning journey. The use of AI based call summary tools and insight tools will enable RED to accelerate this transition.
As RED continues to innovate, their commitment to providing a full digital experience beyond sales remains unwavering. They are not just shaping the future of driver training; they are defining what a tech-driven, customer-centric approach in this industry can achieve and FourNet are a key partner to support in their transformation.
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