The AA is set to put a new consumer care system in place.
A fully virtualised call centre will be used by the motoring body's roadside assistance and insurance arms.
Operations from both sides of the business will be handled by one integrated system which will be spread across four contact centres.
The firm hopes that the new scheme will improve call answer speeds.
Phil Buley, director of IT for the Acromas Group, the private equity firm which owns the AA, said that queues can build up in busy periods under the current system.
He explained: "The new system provides a single 'virtualised' queue - so no matter where the call enters our network, it will be routed to the next appropriate agent. This will significantly improve the customer experience that our contact centres can provide."
Elsewhere, consumer group Which? has this week announced plans to put a new next-generation customer service scheme into place.
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