Customer service for The AA is core to its business, whether that’s fixing a vehicle on the roadside or petitioning Parliament on behalf of fleet.

Investment in both people and technology ensures it delivers a level of support that exceeds customer expectations.

There is a continual conversation with customers before, during and after a breakdown, helping the AA to understand and anticipate their needs.

And, by recognising the unprecedented period of change the industry is facing, ensuring customers are aware of these changes has been central to its engagement strategy.

For many years, The AA has also worked with BT Fleet to conduct an industry-wide survey exploring the most topical development for fleets.

Its purpose is to build an understanding of what fleets see as their most pressing challenges, as well as mapping their perceptions on how the industry will change in the future.

Last year, it surveyed 505 fleet managers on a number of key areas, including ultra-low emission zones (ULEZs) and alternative fuel vehicles (AFVs).

The resulting report, not only gave an insight into the way the industry is changing, it provided customers with a voice, supporting them in driving future change.

It is a level of customer service shown by high customer loyalty and retention.

Almost a third of SME customers, for example, have been with the business for more than five years, some one-in-six for more than 10, while during the past 12 months the retention rate for large fleet customers was 100%. There have also been major contract wins for the company.

But, as customer strategies change, The AA’s strategy also continues to evolve. This is illustrated by how it’s developing a breakdown service to meet the future needs of fleets.

It is looking at the predictive and preventative applications of data for fleet managers. For example, a smart breakdown solution will track journeys, analyse driving style and fuel use, and keep vehicles running by advising when there is a technical issue, helping to prevent up to one-third of breakdowns.

It believes that good customer service goes beyond reacting to a customer’s needs, it’s about going beyond their expectations, both now and in the future.

Finalists: Alphabet (GB), Auto Windscreens, Jaama, Lex Autolease, Nexus Vehicle Rental, Ogilvie Fleet, Reflex Vehicle Hire

Award sponsored by Copart UK 

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