Fleet News

Fleet News Awards 2017: Customer Service Award - The Automobile Association

Stuart Thomas, head of fleet services and SME at The AA (left), receives the award from Škoda UK head of fleet Henry WilliamsThe AA is the UK’s largest breakdown provider and is a long-standing fleet supplier in the UK motor industry. Through its manufacturer contracts it services 65% of all new vehicles sold in the UK as well as providing support to a number of FN50 leasing companies, including the biggest, Lex Autolease.

In 90% of cases The AA can fix a broken down vehicle at the roadside. It will attend call-outs anywhere in the UK and has partners across Europe. On one occasion a minibus broke down near the Arctic Circle, and The AA was able to recover the vehicle and get the customer to their destination within two hours.

Its average SME customer is retained for around 10 years, while overall retention is 82%.

To ensure customers are satisfied The AA undertakes telephone research with major fleet customers after breakdown incidents to establish an NPS score. More than 93% of those surveyed say they would recommend The AA to a friend.

To stay one step ahead the company works with industry bodies like the FTA and car manufacturers, so it can provide technology and services suited to the latest requirements.

This year The AA launched a range of new services and solutions including an online customer portal and a multi-fit wheel for fast puncture repairs.

Stuart Thomas, The AA head of fleet services, said: “We understand the needs of our fleets and work hard to deliver exceptional customer service at a price that suits customer requirements. We can achieve this through our efficiency of scale, our competitive terms and our deep understanding of the fleet market.

Picture caption: Stuart Thomas, head of fleet services and SME at The AA (left), receives the award from Škoda UK head of fleet Henry Williams


  • Alphabet GB
  • Arval
  • The Automobile Association
  • Thrifty Car & Van Rental
  • Vic Young (South Shields)
  • Zenith

Highly commended

  • Thrifty Car & Van Rental
  • Zenith

Judges’ comments

The AA impressed the judges with its “anywhere, anytime capability” – it was even able to respond to a call out close to the Arctic Circle. Its customer satisfaction scores are consistently high despite it facing a challenging customer service environment. The judges also praised its use of technology and its wide range of services. 

Awards video


Pictures from the 2017 Fleet News Awards Gallery

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