Under the "Customer First" programme, the firm commits to:

• Providing each of its fleet customers with a dedicated account management team that decision-makers and drivers can contact directly without going through a call centre, resorting to voice mail or being held in a telephone queue.

• Listening to what fleets require and tailoring a unique solution for them – not delivering an off-the-shelf package.

• Specialist capabilities underlined by the operation of its own state-of-the-art workshops and its own Equip for Service centre in Yorkshire, which undertakes the fitting of specialist equipment to blue light vehicles and commercial vehicles.

• A commercial transparency that clearly highlights to customers how all financial decisions are arrived at.

Managing director Samantha Roff said: 'With the rebrand we believe that our external image will be more reflective of the way we deliver our fleet solutions, something that our existing client base is fully aware of and buys into as shown by them choosing to place their trust in Venson to manage their vehicle operations. Additionally we are proud of our consistently high client retention rate of 96%, with no client lost due to non-performance. The fact that we focus on putting the "Customer First" across the business is valued by our clients.'

She added: 'As we seek to expand both our customer base and our range of services it is important that our brand identify truly reflects our unique approach to delivering fleet programmes. We believe the rebrand does just that.'