In 1997, faced with a decreasing market share as new competitors entered the automobile club membership market place, the Royal Automobile Club (RAC), Bristol, UK, re-branded itself as a 'mobility' organisation and restructured its HR function with the objective of concentrating on value added activities, particularly those which benefited customers. Led by HR, the RAC initiated key changes to its customer services management structure and work. These changes involved delayering from seven layer...

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9.3.4 Create & deploy teams
9.2.1 Analyse, design, or redesign work

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