Alphabet acquired more than 3,000 new customers across all services, including fleet management, during 2010.

It also retained all of its existing customers that re-tendered during the year, while laying foundations for strong growth over the next five years.

The multi-marque vehicle leasing company, part of BMW Group, enlarged its management team, strengthened its strategic partnerships with key suppliers and added to its already comprehensive vehicle and driver management capability.

Fleets with more than 500 vehicles ranked Alphabet as the UK’s top performing leasing company in the 2010 Fleeteye Customer Satisfaction Index survey, which was announced in March. Fleeteye CSi superseded the well-known Landmark customer satisfaction survey, in which Alphabet won the pre-sale award a record four successive times in 2006-2009.

The company’s focus on high quality service, together with its policy of pursuing organic growth, working with key intermediaries and its relationship with the BMW dealer network, allowed Alphabet to remain fully responsive to the needs of new and existing customers despite the continuing squeeze on banks and their subsidiaries.

Alphabet is forecasting a 7% increase in turnover in 2010, with a slightly higher increase in profit due to cost-saving measures put in place in 2009.

As a market innovator, Alphabet launched and revised much of its product portfolio. After the launch in 2009, Motivational Leasing (Alphabet’s Salary Sacrifice Scheme) found its feet while integrated Pool Fleet Management, Mileage audit and Net Mileage Planning were added to the company’s product portfolio in 2010.

Its consultative approach also meant substantial marketing investment in management briefings and driver guides on topical issues including the impact of the VAT changes, Salary Sacrifice and Accident Management.

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