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The AA/ BT’s Fleet Solutions

The Challenge

The AA and BT’s Fleet Solutions are among two of the most highly regarded British business brands.

BT’s Fleet Solutions represents the specialist fleet management arm of the BT Group which is responsible for managing over 120,000 vehicles for a set of high profile clients. The AA is one of the UK’s leading breakdown cover providers.

The AA and BT’s Fleet Solutions take a collaborative approach to their working relationship, launching a number of initiatives for operational fleets and repair improvements.

In 2016, they collaborated to provide a fully comprehensive industry review of the UK’s operational fleet market, exploring the key issues facing UK businesses.

The report focused on the rise of telematics and alternative fuelling, reviewed within the framework of the UK’s economic climate.

The AA and BT’s Fleet Solutions required a new report in 2017, in order to further consolidate their position as thought-leaders within the fleet industry and increase awareness of the full range of services they offer.

In order to achieve this, The AA and BT’s Fleet Solutions needed a thorough and in-depth understanding of nine key industries, identifying the specific fleet challenges and considerations for each. As in 2016, The AA and BT’s Fleet Solutions turned to Populus for the research they needed.

Populus set out to obtain the sector-specific data to provide detailed insights into the fleet challenges facing public sector, transport and logistics, secure transit, utilities, manufacturing, business services, construction and facilities management, IT And telecoms, and finally, SMEs – a sector rapidly growing in diversity and significance in the fleet world.

The Solution

Populus took a two-phase approach comprising of qualitative focus groups and depth interviews, and a quantitative online survey shaped by the preliminary qualitative findings. The sample consisted of small, medium and large organisations, with varying fleet sizes.

Our research found that similar key issues were prevalent across all nine sectors. It showed that there was a general ‘holding pattern’ with the impact of Brexit not yet fully felt. Faced with uncertainty around the future, fleet managers are focussed on delivering a reliable service and maximising value from their fleets.

The findings suggested that new technology offered the promise of greater efficiencies in both logistics and long-term cost savings through the continued implementation of telematics.

It also revealed that electric, hybrid and alternative fuel sources are receiving increasing levels of attention, with fleet managers keeping one eye on future-proofing their fleets against increased legislation and regulation.

Populus worked closely with The AA and BT’s Fleet Solutions to design and deliver fully tailored reporting that reflected all stakeholder needs and requirements. These included the highly visual, fully formatted and print-ready report, internal workshops, and infographic outputs.

The Outcome

The AA & BT’s Fleet Solutions’ annual Operational Fleet Insight Report 2017

Populus’s research raised both companies’ profiles, and both organisations were able to improve their credibility as expert voices within the sector.

Populus identified the key factors of operational fleets to focus on (i.e. reducing vehicle downtime and improving reliability), allowing The AA and BT’s Fleet Solutions to fine-tune their management process, and optimise service provision. In this way, resources could be more tailored to the bigger issues to meet client needs, and in so doing, elevate both companies to be first choice.

Our research means The AA and BT’s Fleet Solutions can develop a tailored sales strategy for each of the verticals that the businesses operate in, and help both companies provide topics and relevant content for PR activity, thereby raising awareness of their commitment to improving the sector.

The 2017 report delivered significant value to a broad cross section of British businesses, helping the fleet sector learn from cross-sector experience and practices.

You can read the full 2017 annual Operational Fleet Insight report here.

Contact Populus to find out more about our Business & Consumer Insight solutions by calling +44 [0]20 7253 9900 or emailing info@populus.co.uk.

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