AA Customer

Case Study

The AA

The AA is the UK’s largest motoring organisation, providing breakdown cover to 14 million members. With a long-term UK legacy, the AA has now expanded across finance, leisure, insurance, and lifestyle services. Since August 2024, Samsic UK has partnered with their national team to enhance workplace hygiene and deliver consistently high service standards across twelve sites nationwide.

In just 6 months, Samsic UK transformed cleaning delivery across 12 national AA sites, turning around historic underperformance with AI-driven scheduling, cobotic cleaning, and hands-on human support. With service levels now at 98% and technology delivering real-time visibility to CBRE, the AA has expanded the partnership across its estate.

The Benefits

Since mobilisation, Samsic UK has delivered measurable improvements across their AA estate. Through innovative technology, strong management structures, and a focus on empowering the cleaning teams, standards have been elevated, with sights now firmly set on continuous improvement.

Overall Cleanliness and Process Support
  • SLI scores average 98% across all sites, reflecting the significant uplift in quality.
  • Service complaints have decreased, with processes aligned to real-time site needs and client expectations.
  • Smarter scheduling, informed by Sense Technology, ensures the right service hours are allocated per site, resolving historic inefficiencies.
Innovative Technology Driving Efficiency and Accountability
  • Sense Technology delivers faster, more cost-effective cleaning and provides transparent accountability through real-time tracking of service actions.
  • The Phantas cobot, deployed at the high-traffic Basingstoke site, maintains cleanliness outside of scheduled hours, ensuring consistently high presentation and hygiene standards.
Cleaning Team Support
  • Operatives receive BICSc-accredited training, monthly toolbox talks, and continuous development opportunities, ensuring confidence and engagement in using new technologies.
  • Cleaning teams are empowered to optimise their work through integration of advanced machinery and tools.
  • On larger sites, supervisors provide day-to-day hands-on support, ensuring strong leadership and engagement.
Management and Collaboration
  • A hands-on management approach provides collaborative and accessible support for cleaning teams.
  • Contract managers act as a direct link between Samsic UK, the AA, and CBRE, preventing issues before they escalate.
  • With improved trust and results, monthly review meetings have reduced to ad-hoc, highlighting client confidence in service delivery.



Following all introduced measures, the AA has extended its partnership with Samsic UK, bringing more sites under remit and cementing the relationship as a trusted, long-term facilities management partner.

The Challenge

With an expanding business and their status as the UK’s most trusted vehicle recovery business, alongside their AA ratings and awards operations for the restaurant and hotel industry, cleanliness is critical to the AA’s brand, operations, and the wellbeing of their staff.

When Samsic UK took over in August 2024, standards had fallen following a period of poor service management. Cleaning operatives lacked the support, structure, and hours required to achieve the necessary quality levels. The service had not fully recovered post-COVID, leaving the AA dissatisfied with cleanliness and management oversight.

Key Issues Identified:
  • Lack of management support and clear structures
  • Poor cleanliness levels across multiple sites
  • Insufficient numbers of cleaning operatives
  • Inadequate service hours (e.g. Oldbury site required 266 hours but was running at 210)
  • No hands-on approach from previous management



A complete estate-wide refresh of services, structure, and approach was needed to restore professional standards and rebuild trust.

The Solution

To rapidly stabilise and improve service delivery, Samsic UK implemented a robust mobilisation plan tailored to each AA site.

Empowering Cleaning Teams
  • All existing operatives transferred under TUPE, receiving BICSc-accredited training, access to benefits, and professional growth opportunities.
  • Employee benefits include financial rewards (e.g. early wage access, high-street discounts), free mental health support, and English language classes.
  • Monthly toolbox talks provide a platform for staff to share ideas, raise concerns, and receive site-specific training.
Strengthening Management Structures
  • Supervisors introduced across the four largest sites to deliver hands-on daily support.
  • Contract managers ensure direct communication between cleaning teams, AA, and CBRE.
  • Management presence on-site enables quick resolution of issues and continuous service improvement.
Leveraging Innovative Technology
Sense Technology

A task management system using discreet sensors in high-traffic areas to trigger cleans when required. For the AA, this ensures:

  • Cleaning only when and where it’s needed, eliminating wasted hours.
  • Full visibility of site usage trends for ongoing improvement.
  • Transparent accountability across Samsic UK, CBRE, and AA teams.
Sense Technology: Smarter Cleaning, Greater Accountability
  • Real-time cleaning alerts
  • Transparent reporting and data trends
  • Optimised service hours without compromise on standards
Phantas Cobotics

At the flagship Basingstoke site, the Phantas cobot supports high-traffic areas outside working hours, complementing the day janitor.

  • Delivers a 4-in-1 function: scrubbing, sweeping, dust-mopping, and vacuuming.
  • Performs autonomous spot cleaning using AI-driven detection.
  • Ensures seamless presentation 24/7.
Cobotic Cleaning: Human + Machine Partnership
  • Works beyond standard hours
  • Autonomous multi-function cleaning
  • Frees operatives for higher-value tasks
ECAT

Samsic UK’s Electronic Compliance Auditing Tool provides photo evidence, audit logs, and time-stamped reports to close service gaps.

  • Monthly audits showcase compliance and accountability.
  • Data integrates with Sense Technology for complete oversight.
ECAT: Compliance and Continuous Improvement
  • Photo-logged audits
  • Data-backed collaboration with AA and CBRE
  • Clear evidence of proactive service
Toucan and Odorbac
  • Toucan Eco: An on-site, chemical-free cleaning solution, reducing waste and eliminating harmful chemicals.
  • Odorbac: Dual-purpose detergent and air freshener trialled across sites.
Sustainable Cleaning Solutions
  • Chemical-free, safe for staff and visitors
  • Cost-efficient with minimal waste
  • Supports wellbeing and ESG goals


Through a structured, hands-on approach backed by innovative technologies, Samsic UK has successfully transformed cleaning services for the AA. The partnership has delivered higher standards, empowered operatives, and improved accountability – with cleanliness scores now averaging 98% across the estate.

The AA has expressed high satisfaction with Samsic UK’s service, extending the contract to cover additional sites and strengthening a trusted, long-term partnership.

Commercial Cleaning