Arval targets fleet growth with Smart Experience

Arval hopes that the launch of a range of interactive services aimed at fleet decision-makers and drivers will win it new business.

The leasing giant holds a market share of around 5%, with a residual value risk fleet of 85,587 vehicles, according to FN50 2013.

However, it is targeting a 7-8% market share in the next few years, which would equate to around 124,500 vehicles – an increase of 45%.

It believes the launch of the Arval Smart Experience will help it achieve its ambitious growth plans.

Robert Pieczka, business development and marketing director at Arval, told Fleet News: “With significant growth ambitions comes the need to invest in existing customers and existing drivers, and make that whole service experience the best in the industry.”

The Arval Smart Experience utilises online tools, mobile technology and social networks through a combination of mobile apps, tailored web content and dashboards.

Pieczka added: “I think there are a number of players that have got individual pieces of the jigsaw.

“But we believe when you put all the component parts together that we’ve now got, it does set a benchmark for a ‘smarter’ experience, and a very different kind of experience for both customers and drivers.”

There are four core elements of the Arval Smart Experience, all of which have been optimised for smartphone or tablet use.

Arval Connect is a new, secure website for fleet managers containing a range of information relating to the fleet market and to their own fleet. Optimised for tablet, laptop and desktop use, it includes video reviews on the latest vehicle releases, maps of available service and maintenance sites, copy invoices and the latest industry news.

Arval Fleet View provides a dashboard of key metrics that recognises that the people responsible for fleet are not necessarily fleet managers.

It is ideal, says Arval, for the mid-size corporate or an SME fleet operator with the composition of the fleet, current costs, vehicle usage and CSR related metrics all available.

Arval Mobile+ is a mobile app for drivers providing information that they can access remotely via their smartphone.

Utilising GPS technology, app functionality includes a map of the closest service and maintenance sites to their current location, fuel forecourts in the vicinity and average prices.

It can also contain the company fleet policy and other documentation linked to the driver’s vehicle, including driving licence and insurance.

Drivers will also be able to download the Arval Drive Challenge app for free. This is available to all drivers, including those who don’t drive Arval vehicles.

It aims to raise awareness of their driving behaviour and positively influence it.

Available on iPhone and Android platforms, the tool measures speed, acceleration and braking on any given journey using the GPS on the phone. At the end of a journey, areas for improvement are highlighted to the driver while good performance wins recognition and unlocks rewards.

All of these elements are then underpinned by a social media presence. New accounts on Twitter, Facebook, LinkedIn and You Tube have been launched to share useful information and advice with customers and drivers, quickly and effectively.

Arval said its new suite of tools acknowledge the changing requirements of its customers and their drivers.

Pieczka said: “Traditionally, most leasing companies have had a B2B focus while providing a very good service to their drivers, recognising that they are not the decision-maker, but they can have an impact.

“Of course that varies by segment, but if you take some of the mid-size corporates or smaller businesses, often the driver may be the decision-maker.”

Arval believes it now has the tools in its armoury to meet fleets’ requirements of value added services and better levels of engagement from their leasing provider.