The AA launches yellow paper to examine the post pandemic customer

May 5, 2022

The AA’s business services division has launched its latest yellow paper ‘Customer Experience and Innovation: the new world order’, exploring the current customer experience and innovation landscape.

Bringing together useful advice on managing customer touchpoints and measuring satisfaction levels, the AA’s latest yellow paper addresses how customer expectations have evolved. It’s evident that the pandemic has fuelled the rise in digital platforms in both the business-to-business and business-to-consumer markets. Due to convenience, digital platforms have delivered significant change and innovation to the entire customer journey.

As the AA constantly reviews and adapts it business to meet its customers’ changing needs, it’s evident that there are significant evolutions happening alongside planned changes in the automotive sector. With the government’s date for zero emissions set for 2030 – the date when new petrol and diesel vehicles will be banned – there’s less than a decade for the automotive industry, businesses, and drivers to adapt to the opportunity which 2030 brings. This yellow paper explores some of the key factors for change and shines a light on some exciting developments coming up and their impact on businesses.

Gavin Franks, Director of AA Business Services, comments: “We’ve all witnessed a rapid evolution of customer expectations as society has shifted with the impact of the pandemic and the automotive industry is no exception. With net zero a priority across industries and government, as we move further towards 2030, the government’s date for electrification, we’re all living and breathing innovation. It’s exciting, as well as daunting for many, and that’s why partnerships and close collaboration within the industry is more important than ever.”

To download the ‘Customer Experience and Innovation: the new world order’ yellow paper, visit:
To find out more about the AA’s Business Services, please visit:

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