Someone who wants to “modernize” CAA-Quebec

She is getting to grips with her role as spokeswoman for the new president and CEO, who is not used to the media. the sun CAA-Quebec caught up with her for her first interview as boss.

Marie-Soleil Tremblay was the first woman to head the organization since its founding in 1904. “It's about time!” she says with a smile. At 45, she is also the youngest member of its senior management.

She succeeds Richard Lachance, who served as president for ten years before retiring.

Is the organization embarking on an image change? “Rather a consequence,” replies the main interested party.

“CAA-Quebec has a very strong brand image throughout Quebec, but as society changes, so do the needs of our customers. My challenge is to modernize the organization while respecting the DNA.

– Marie-Soleil Tremblay

The statistics speak for themselves: CAA-Quebec has more than 1,360,000 members, or one in four Quebec households, and with exemplary loyalty.

More women

The organization evolves with time, giving more opportunity to women. The composition of its members based on its activities tends towards equality: 48% women and 52% men.

“We have parity in our management committee and our board of directors,” she adds proudly.

If she insists, CAA-Quebec has stepped up campaigns in recent years to diversify its clientele. Among its members, there are mostly women, but there are also travelers who do not own a car as well as drivers who occasionally rent a car. “These are all people who want good advice and support,” she sums up.

A sign of changing times, CAA-Quebec is experiencing an increase in demand for towing… electric-assisted bicycles.

“The assistance service is for all types of bikes, for example if you have a puncture, but we see a lot of electric bikes,” she explains.

Technology is being introduced

To reach these new clients, CAA-Quebec still has some work to do. It is known that the company is lagging behind in the implementation of its technology tools.

Since taking office, Marie-Soleil Tremblay hopes to speed up the digital transformation: conversational bots and a live chat tool will soon be available.

“It's part of my mandate,” explains the man, who previously worked in retail and marketing for RONA, NAPA Auto Parts, LOWE'S Canada and Group Dynamite.

“Customer service is the heart of our company. That's why, since I arrived, I wanted to ensure the relevance of each product and the best way to meet the needs of our members and stay ahead of them when possible.”

Following airlines

Another issue she wants to push is strengthening air passenger protection. For several years, the Canadian Automobile Association (CAA) has been calling on the federal government for more transparency on statistics about flight schedules and lost baggage so that the public can judge for themselves the performance of airlines. .

Despite efforts, 40% of Canada's population says air passenger protection regulations are ineffective, according to a survey conducted by the CAA last year, more than double in 2021.

“Our insurance products are growing. Passengers want better protection,” stated the President and CEO.

She points out that CAA operates one of Canada's largest leisure travel agencies.

“Our mandate is not to demand, we don't lobby, but we want to simplify the rules for passengers and make it easier to apply,” she said.

For its part, CAA-Quebec supports its members in their dealings with airlines. “Because helping people get around is what we've been doing since the beginning.”

Five questions in the explosion…

What is your reaction to the announcement of the end of Roulez Vert program subsidizing electric vehicles?

We are disappointed. Like many, we had hoped for an end to subsidies, but not so soon or in this way. At CAA, we believe in the potential and necessity of electric vehicles. Can't wait to see where the money goes next.

Minister Pierre Fitzgibbon announced this week that Quebec has too many cars. do you agree

I don't think it's a question of quantity, but of the use we make of it. At CAA, we champion diversified mobility. Besides, every week, I take the train to work in Quebec and I love it.

Were you a member of CAA-Quebec before becoming president?

Before starting the selection process for the position, I took the membership card. I wanted to live the experience as a customer to fully understand it. But my father has been a member for many years. I already know about CAA.

Headquartered in Quebec… stay there?

We have offices in Montreal, but are headquartered in Quebec. We don't need to change it at the moment.

CAA-Quebec publishes a list of the worst roads in Quebec every year. You who ride a lot, what's yours?

This is a good question! I haven't exercised, but it gives me an idea. Every year, motorists and municipalities are also expected to produce a list of results. You may think they shouldn't be there, but in fact, it gives them an additional argument for the necessary financing and to speed up the work.

The list of worst roads in Quebec returns on April 2.