Creating competitive advantage via customer service: the RAC case study

Describes a revolution in customer service at the Royal Automobile Club (RAC). Explains how, since the mid‐1980s, the RAC has become the most progressive and fastest growing motoring organization in the world,through a policy of locating new technology to automate breakdown handling processes, the creation of five regional supercentres and a pursuit of service excellence through the involvement and participation of all staff.