We All Have a Role to Play in Protecting Our Reputation

1. We All Have a Role to Play in Protecting Our Reputation The AAA brand value is directly attributable to our reputation

2. AAA’s Reputation is One of our Most Valuable Assets • Why is our reputation so important? • A Large portion of AAA’s value is directly attributable to our reputation and brand • People associate the AAA brand with service, assistance, and expertise • Failing to match our customers’ expectations with our performance can lead to damage to our reputation • Reputational damage can lead to loss of revenue, loss of brand value, decreased financial performance, and difficulty retaining a talented workforce • Reputation impact: An event’s impact on reputation can be positive or negative: • Reputation opportunity: The company exceeds expectations and its reputation is enhanced. • Reputation risk: The company falls short of expectations and its reputation is damaged • We all have a role to play in building and protecting AAA’s great reputation

3. Reputation Risk Arises from Other Business Risks • Sources of Reputational Risk • Ethical breach • Financial impropriety • Cyber/data breach • Business disruption • Poor products and services • Other AAA clubs or companies in the AAA Federation • Poor communication • Third party partner vendors • Regulatory issues • Member or policyholder complaints • Social media (going viral) • Traditional media

4. We Can All Influence AAA’s Reputation What You Can Do To Protect and Enhance AAA’s Reputation • Live our values in your day to day work • Be cyber-savvy • Take compliance courses and understand your responsibility to protect the AAA brand • Make positive reputational impacts in your community by representing AAA at volunteer events and in other positive ways • Provide the great service that AAA is known for