The Road to Staying Relevant

Melinda Ngew, CEO of The Automobile Association of Malaysia joins us on the breakfast grille.

Established in January 1932, the AAM is perceived as the official voice of Malaysian motorists. Between 2005 and 2010, AAM lost almost 35% of its members - prompting the AAM to bring on board Melinda Ngew with her vast experience in the service industry and, in particular, her experience in membership recruitment programmes.

We discuss:

- working in a male dominated environment

- challengers of changing mind sets of long serving staff and shaking the NGO mentality

- the inefficiencies of a non-profit organisation

- KPIs a new measurement in the organisation

- AAM more than just a breakdown service

- how AAM intend to grow the membership base from a stagnated base

- low membership outside of the Klang Valley

- what AAM offers that differentiates them from competitors

- why 96% of all AAM breakdown calls come from within the Free Breakdown Zone. An issue with the structure of membership schemes perhaps?