In today’s challenged economic environment, I find that many market leading brands fall short of the experience that built their brand in the first place, and I must confess I take the opportunity to write to Chief Executives and tell them. As a global marketer trained at some of the best marketing organisations, nothing frustrates me more than seeing leadings brands prioritise short-term delivery at the expense of long-term brand health. This time however, I am writing to commend your organisation. I recently broke down in France with my car. The speed, professionalism and courtesy with which your breakdown teams handled my mini crisis, was nothing short of first rate. No quibble, no argument, no messing around. They handled the breakdown transportation vehicle directly at the motorway side. They moved my car to the ferry port and when repatriation was not possible, moved it straight to a secure location. They got me home, and had a car hire waiting in Dover. And finally they have brought my busted vehicle back to the UK when I declined the outrageous French garage repair costs (in France it was €1,500, here in the UK today it has cost £340). All of this has happened in eight days. Impressive. My message is this, and I have repeated this many times in the last week to people I have talked with, the RAC European breakdown cover was nothing short of first rate. That is the kind of service that you hope you will get, and are delighted when you get it. And as a marketer I commend it, it would be too easy to shortcut little costs here and there in the experience I have had – but these would risk undermining the rescue service you have provided. I am delighted to be finally able to write to a Chief Executive and say thank you. RAC Member - Chris Carter
† Price based on one day’s basic cover on a single trip policy for up to five people travelling in a vehicle less than six years old in France