Fleet partnerships must combine digital efficiency with human expertise

August 24, 2026

Fleet rental relationships are evolving beyond simply supplying vehicles, with customers increasingly expecting providers to understand their wider business objectives and deliver solutions around them.

In the second part of our interview with Vicky Clarke, Head of Rental at Zenith Vehicles, she explains what separates a genuine fleet partner from a supplier, how digitalisation and AI could reshape rental over the next two years, and the lessons she has learned during more than two decades in the fleet industry.

If you missed part one, read why rental is becoming a more strategic fleet tool.

Serving partners as individuals

“The key difference between a true fleet partner and a supplier is the ability to take a consultative approach, and understanding and responding to each customer’s unique priorities rather than offering a one-size-fits-all solution. While a supplier may simply provide vehicles, a fleet partner focuses on delivering solutions that support wider business and fleet objectives.

“Every organisation faces different challenges, whether that’s controlling costs, increasing flexibility, managing seasonal demand, or progressing sustainability targets, and taking the time to listen and fully understand those requirements is essential to delivering real value. It’s not just about providing vehicles – it’s about providing the right solution for each individual customer.

“At Zenith, every customer is supported by a dedicated Customer Relationship Manager who acts as a consistent point of contact and develops a detailed understanding of their business. That enables us to anticipate challenges, adapt quickly to changing requirements, and tailor our service accordingly, helping customers achieve the best possible outcomes from their rental programme.”

Taking a human approach to booking processes

“Over the next 12–24 months, we expect customer expectations around rental to continue evolving at pace as organisations look for greater efficiency and transparency in how they manage their fleets.

“Digitalisation will be a major driver of this change. We already offer a self-service online booking portal that enables customers to arrange rental quickly and conveniently, and we expect demand for these types of digital solutions to continue growing as businesses look to simplify fleet management processes.

“We know that while a seamless journey is paramount, human interaction is highly valued throughout the booking process, so for many organisations, having access to expert support, guidance and reassurance remains an important part of the experience, particularly when requirements are more complex or bespoke. While we expect the balance to shift towards greater digital adoption over time, the human element will remain a key differentiator.

“In terms of innovation, automated vehicle damage detection is likely to have one of the biggest impacts on the sector. By using AI-enabled imaging and digital condition reporting, vehicle inspections can become more consistent, transparent and objective, improving the customer experience while reducing the time and potential disputes often associated with manual assessments.”

The most valuable lessons from over two decades in fleet

“I’ve recognised the importance of developing breadth of knowledge. Having the opportunity to work across different areas of Zenith has been instrumental in building my skillset and strengthening my commercial understanding. It has given me a much broader perspective on how different functions connect and the impact decisions can have across the wider organisation, which is essential when stepping into a senior leadership role.

“I’ve also learned the importance of stepping outside your comfort zone. It’s easy to focus on areas that come naturally, but real development often comes from tackling challenges where you don’t feel completely confident. Some of the most valuable experiences in my career have come from taking on unfamiliar responsibilities and learning through them.

“My advice to anyone looking to build a long-term career in the fleet industry is to stay curious, seek out opportunities to broaden your experience and embrace new challenges. The industry is constantly evolving, and adaptability is one of the most valuable skills you can develop.”

The future of fleet rental will depend on striking the right balance between technology and personal expertise. Digital tools and automated processes can make fleet management faster, simpler and more transparent, but understanding each customer’s individual priorities will remain central to delivering genuine value.

Vicky’s wider career experience also reinforces a similar message for fleet professionals themselves: in an industry that continues to change quickly, breadth of knowledge, curiosity and adaptability remain increasingly important.