Marketing Mole: We'll Call You - The AA

Mole's long-serving Robin Reliant may not be very long for the road, especially with the wintry weather, so we put in a call to the AA to get some advice.

AA Breakdown service (name) speaking, how can I help?

Mktg Hi, I've just bought a car and want some breakdown cover, but I'm concerned that the AA would be too busy to rescue me in the bad weather.

AA We are very busy at the moment - these are the worst conditions for years - but all breakdown services are experiencing the same conditions.

Mktg Your website says that the average response time to breakdowns is 40 minutes. Is it the same in winter?

AA It isn't the same in these conditions. I don't know what it's like with you but we're finding some awful conditions on the roads. This means we can't always get through in the time we would normally expect but it's the same for all breakdown services. The AA has more than double the amount of patrols of any of its competitors, so if it's tough for us, you can imagine what it's like for others.

Mktg I read in the paper that the AA refused to rescue a man stranded on the road because there was no hard shoulder. Is this AA policy?

AA I'm not sure about the case you're talking about but we wouldn't leave someone stranded. If the motorist is in a 'live lane' then the police need to divert traffic before we can attend.

Mktg The car I've bought is a Robin Reliant. Does the cost of membership vary depending on how good your car is?

AA No, that doesn't matter. Would you like me to give you a quote for breakdown cover?

Mktg I just need to do some more research and then I'll call back. Thank you.


The call-handler was helpful during one of the busiest times of year for the AA and was honest about how tough the cold weather was making things. She was patient and helpful and offered to call back once I had completed my research.

SCORE 8/10.


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