About AAA

One of America’s most recognised member organisations

AAA is one of the most established membership organisations in the United States, serving millions of members across multiple states with roadside assistance, insurance, travel and a broad range of member services. Its digital and content teams support members across a consolidated national web presence built from what were once separate, state-specific sites.

The challenge

A decade of knowledge, scattered and ageing

AAA had run the same knowledge system for more than ten years. Over that decade the organisation consolidated its state-specific sites into a single domain but the knowledge content came with them, pulled in from multiple documents and websites with no single home. Content that members relied on had not been updated in a very long time, and much of it was out of date.

The result was a knowledge centre that no longer matched the organisation around it: hard to maintain, slow to publish to, and increasingly unable to answer the frequently asked questions that were instead arriving at the call centre.

“Across the decade, all the different state-specific sites had been deprecated into our now existing domain. It was all multiple documents, websites pulling into that knowledge center. So a centralised knowledge centre solution was what we were looking for.”
Naren Bhojwani – AAA

Before

  • Knowledge platform: A system in place for over a decade, no longer well supported
  • Content location: Spread across multiple documents and deprecated state sites
  • Content freshness: Not updated in a long time, largely outdated
  • Publishing speed: Slow to get content out
  • Article creation: Built from scratch
  • Review process: No dedicated testing environment
  • Analytics: No in-platform view
  • Member experience: Questions routed to the call centre

After

  • Knowledge platform: Document360, current-generation knowledge management
  • Content location: One centralised knowledge centre
  • Content freshness: Revamped and actively maintained
  • Publishing speed: Content published quickly, by the content team
  • Article creation: Pre-built FAQ and article templates
  • Review process: Sandbox environment for review before go-live
  • Analytics: Real-time dashboard inside Document360, no third-party tool
  • Member experience: Members self-serve FAQs; answers surface in search

The solution

Chosen over Confluence, live on a demanding stack

AAA evaluated Confluence already in use by its engineering teams alongside Document360. Document360 won on interface and usability, competitive pricing, and the ability to push content out faster. With the legacy system already being deprecated, the decision was made swiftly.

“The features, the templates, the usability, the support, is probably a big reason why we ultimately went with Document360.”
Naren Bhojwani – AAA

A migration that held up against a demanding architecture. AAA runs a reverse proxy with an Akamai back end the kind of setup that usually turns a documentation migration into an engineering project of its own. Onboarding ran smoothly from kick-off through to go-live, with the Document360 technical team working alongside AAA’s at every step.

“Everybody from the entire team, from Harry onboarding, to yourself being our account manager, has been such a smooth transition. We really enjoyed the ease of the tool. The technical team who I’ve had the chance to bother with so many tickets have been so, so helpful and so great.”
Naren Bhojwani – AAA

Pre-built FAQ and article templates

content drops into ready-made structures instead of being formatted from scratch. “Really nice to almost drag and drop content within the already existing templates.”

Sandbox environment

a space to build, review and test before anything reaches members. Naren calls it “crucial”.

Built-in analytics

article performance and real-time search data inside the product, with no third-party tool to connect.

Full design and code control

AAA’s development team has layered its own CSS and JSON work on top of the platform.

Fast publishing

a buying criterion that became a daily reality.

“The biggest problem we were trying to solve was to bring our old knowledge center into 2026, and then have the usability and the accessibility, easiness of actually publishing content quickly which we’re obviously able to do within Document360.”
Naren Bhojwani – AAA

Eddy AI: next on the roadmap. AAA has seen Eddy, Document360’s generative AI assistant, in the sandbox and rates it highly. Internal AI governance means it is not switched on yet enabling it is a stated goal for 2027, both for member-facing search and for assisting article creation from the existing knowledge base.

Business impact

Members answer their own questions and find those answers through search

The goal AAA set for the new knowledge centre was specific: give members a place to resolve frequently asked questions themselves, rather than reaching for the call centre first. That shift is now underway, and the early response has been positive.

“What we wanted to solve was creating a knowledge base not only for our users and our members to visit for those frequently asked questions, to limit time of going into the call center that has been really positive.”
Naren Bhojwani – AAA

Around 1,000 keywords ranking in 45 days. Self-service only works if people can find the content. Within roughly 45 days of go-live, AAA was tracking around 1,000 keywords ranking measured on SEMrush and their own internal tooling with real-time search results feeding back into the platform. Answers previously buried in an ageing, fragmented system now surface directly in search for the members looking for them.

“In just about 45 days to 60 days of it being live, it’s been really great to see. About 1,000 keywords ranking according to our data, seeing real-time search results come into the tool has been our biggest success metric.”
Naren Bhojwani – AAA

Content decisions now run on evidence. The built-in analytics dashboard has changed how AAA’s teams decide what to write. Search and performance data is read in real time and shared with other content teams to direct what gets built next with no export to a third-party analytics tool.

“I love the dashboard directly in there super simple to understand, easy to read. You don’t have to connect it to a third party like GA. We’re utilising that data in real time to share with other content teams of what content we should build.”
Naren Bhojwani – AAA

A decade-old system retired, and a long-term partnership ahead. A knowledge system that had served AAA for over ten years has been replaced by a platform the team describes as easy to use, well supported and quick to publish on with the AI layer still to come.

“Our team has been really, really happy with onboarding to now, to hopefully a long-term partnership, and as we continue to grow with the tool with all the features that are being released.”
Naren Bhojwani – AAA

Conclusion

When knowledge is centralised, it starts working before the call does

AAA’s story follows a pattern seen across large, member-facing organisations. When knowledge lives in an ageing system spread across legacy properties, it goes stale and stays invisible and every unanswered question becomes a call. Centralise it in a platform built for the job, and two things happen at once: internal teams publish faster and make content decisions on evidence, and members find their own answers in the place they already look search.

AAA reached that point inside 45 days, on a demanding technical stack, with the AI layer still ahead of them.