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It’s all about making customers feel ‘at home’...

Susanne Axelsson
Susanne Axelsson
September 21, 2021
It’s all about making customers feel ‘at home’...

AA Roadside Assistance has been supporting drivers for over 100 years in New Zealand, so customers were thrilled to hear about the launch of AA Home to support customers in their hour of need “at home, usually within the hour”. 

As a trusted brand, it was easy for AA Home to bring trade partners on board and a great opportunity for small trade businesses to represent their famed customer service values.

We caught up with Bek Wall, Commercial Manager to find out more about how one of NZ’s most trusted brands keeps on putting its customers first.

Great service from start to finish...

When a water fountain appears in your garden; you lose power to your kitchen; or your security light stops working, some jobs are more important than others to get to first… or are they? “When our subscribers call in with a home emergency, the AA Home team taking the call get right onto determining the level of urgency required. Our people are there to connect with customers and make the right decisions to keep them safe,” says Bek. 

“This approach extends far beyond the moment a customer calls AA Home...it’s carried through to the moment the tradesperson rings the doorbell, to when the van leaves. A great customer experience could come down to explaining a job patiently; or answering a customer’s questions; or even the last five minutes of a job...you simply can’t afford to lose focus.”

Feedback is always a win...

Bek’s team uses a ‘close the loop’ approach to ensure that absolutely everything possible is done for the customer, with all jobs and feedback audited within a day.

“Every piece of feedback is an opportunity to learn and evolve. It could be as simple as a reminder to a member of the team if there was a slip up… but if feedback highlights something that could be done better for all customers, then that’s a win…for the business and the customer!”

Keep the door well oiled...

“Empowering your frontline teams is every bit as important as listening to customers,”

At AA Home, teams are encouraged to go the extra step and empowered to make on-the-spot decisions that benefit the customer. “Shout success stories from the rooftops, be ready to listen and act on ideas and always keep the door well-oiled and open for feedback,” advises Bek. “When you get these things right you’ll get the right people on the team – people who are passionate about what they do (and why they do it), enthusiastic and ready to learn… and that’s the key to creating frontline magic!”

Solid tips for making customers feel ‘at home’, from a solid brand. 

Susanne Axelsson

About the Author

Susanne Axelsson
Susanne is the Frontline Community Evangelist as well as the author and researcher for Frontline Magic Handbook. She believes happy customers are born out of great experiences. Great experiences are delivered by motivated frontline people.
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