Human Touch Remains Key for Fleet Managers
A survey by Lombard Vehicle Management has found that fleet customers still prefer the telephone to the internet for many services, and that internet provision is not necessarily enhancing customer service.
The survey covered fleet managers, decision-makers and drivers in around 50 companies across the spectrum of small, medium and large fleets. Key findings in the survey include:
- Fleet customers prefer to use the telephone than online facilities for queries and finding general information
- Getting the latest quotes and ordering information by phone is preferred by 66% of respondents
- Telephone is the preferred means of actually ordering vehicles for 60% of respondents, regardless of fleet size and user group
- Leadership in e-commerce is directly associated with high levels of customer service by only around half of fleet customers
Although the vast majority (84%) of respondents agreed that the ongoing expansion of internet delivery is a logical progression which will make it easier to do business, this is not borne out by current behaviour.
Almost two-thirds (64%) of respondents said that contact with knowledgeable people is better than having to find their own way on a website, a view which was strongest among dedicated fleet managers and larger fleet users.
Fifty percent of respondents said that an efficient and proactive telephone service is more important than total internet service provision, with only 16% disagreeing. Fleet managers again felt strongly, with 62% favouring the telephone.
Surprisingly, just 53% thought that those businesses which lead the market in internet and e-commerce will provide a better customer experience, and notably that figure fell to 38% in the case of fleet managers.
Only 36% said that internet capability is a key consideration when selecting a new fleet supplier, although larger fleets and fleet managers agreed slightly more at 44% and 38% respectively. But, significantly, the majority of respondents were undecided.
The majority of respondents (56%) said that they are happy to research options online but need the reassurance of speaking to someone before making commitments rather than completing the process online. A higher proportion, 63%, said that they prefer to be able to telephone someone with a query rather than search for the answer online.
"It is clear that although the internet is a growing and in some areas already vital tool for fleet management, its use needs to be carefully considered when delivering services to customers", says Head of Lombard Vehicle Management, Rob Bailey.
"Different user groups have different priorities, and internet solutions must take this into account. It is the ease with which a user can carry out a task that is important, and that means a combination of online and offline delivery, with the human touch available when required. But ultimately, whatever the solution, the essentials of good service need to be in place."
Visit Lombard Vehicle Management's website
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For further information please contact Mark Carbery, The Longshore Consultancy:
T: 01832 272197
M: 07968 317962
E: mark.carbery@longshoreconsultancy.com
EDITORIAL NOTES
Survey background:
- 20% of respondents had vehicle fleets of less than 25 units (minimum size 10 units), 55% 25-99 units, 11% 100-399 units and 14% 400+ units
Lombard Background:
- Lombard is the UK's largest asset finance company and part of The Royal Bank of Scotland Group. Its specialised vehicle management business is one of the largest in the UK, managing a fleet of over 115,000 cars and light commercial vehicles of virtually every make and model
- Based in Birmingham, Lombard Vehicle Management has a specialist team of over 420 people supporting a 5,000-strong customer base including major businesses such as The AA, British Gas and IKEA
- The company was ranked fourth in the 2007 FN50 league table of fleet leasing providers
- Awards: Fleet Management Service Award, Van Fleet World Honours 2008
Best Business Motor Finance Provider, Business Moneyfacts
Awards 2008
Best Motor Vehicle Finance Provider, NACFB Awards 2007
