Automobile association (aa)

Edition 2 Enhancing customer service

This managing change case study focuses on the AA’s core business activity, namely providing a personal service to members at the roadside. It shows how the AA has built a range of value-added benefits to this core service, which has supported and enhanced its reputation and quality image.

1. Introduction
2. Achieving a mission
3. Core benefits
4. Managing change
5. De-layering
6. Conclusion