1.2 How does this differ from its vision, service/

brand personality and brand values? Founded as the Royal Automobile Club in 1897, RAC Motoring Services is now part of Lex Service plc and provides a range of motoring services to individual members, businesses and car manufacturers. With over 6 million members and one of the world’s most advanced computer systems the RAC is committed to providing roadside assistance, repair and vehicle recovery.

Its range of products and services also includes travel information, vehicle inspection, route planning and driver training through its subsidiary, BSM. In 2001 RAC was ranked as the numberone Roadside Assistance Provider in Customer Satisfaction by J.D. Power and Associates. This was the second time it had achieved this accolade in the four-year history of the study.

Nigel Paget, the RAC’s operations director, explained the reasons for its success:

We deliver an excellent service. Our focus has always been on consistency of delivery and treating the customer as an individual. We try to provide an empathetic, understanding and reassuring service. We try to understand the person’s situation. If your car window jams in an open position it may not be an emergency for some people, but if it is pouring with rain or you are about to go on holiday, it needs sorting straight away. We try to respond to the situation at the time.