Customer-centric and industry built…
We are the anti-establishment in field service management

Our Story
As the UK’s leading retailer of motoring product and garage services, customer satisfaction has always been important to Halfords. But with the rise of Amazon, Uber and new digital technology, Halfords knew that customers’ service expectations were changing…
In 2017, Halfords went to market looking for a technology solution that would help them deliver a seamless brand experience from stores to garages to mobile services. They could not find a solution that gave them the ability to give customers a unique and continuous service experience. Omni-channel and point of sale solutions were focused on products only. Field service solutions were focused on technicians and assets. So Halfords built a physical (garage) solution and acquired a mobile service business that gives customers the power to engage with their brand at multiple digital touchpoints, booking services with confidence.
Since then they have dedicated hours of research and development to the solution, proactively adding robust features that empower service technicians to deliver an unrivalled experience. The solution now enables 70,000 services a week across the UK, earning Halfords Mobile Experts a 4.85 TrustPilot score and rapid growth. Using this experience, deep service expertise and continual innovation, Halfords has now made this robust solution, Avayler, available to other service businesses.
OUR MISSION
To re-define the field service management market by shifting the focus to the customer – enabling ANY service business to deliver a seamless, unforgettable experience, keeping customers for life.
OUR SOLUTION
The current focus in the field service management market is business efficiency. This is important, but we believe this is achieved through delivery of outstanding customer experiences.
Avayler Field Service Platform automates and enhances service delivery across the board, whether in-store, on-site at a workshop, garage, clinic, other physical location, office or at a customer’s home. As a result you will achieve more sales and higher margins, increased operational efficiency and increased compliance. You will be able to deliver an enhanced customer experience that your customers have come to expect.
Contact us to see Avayler in action and learn how this new field service solution can help you deliver better to your customers.
OUR PEOPLE
Authentic, reliable and innovative.
The Avayler team is service and customer obsessed.
See what customer experiences have inspired us to make Avayler a truly customer centric field service solution.
Andy Randall
Chairman
Andy joined the leadership team at Halfords in 2014 as Managing Director of Halfords Autocentres, building the business to the UK’s number one motoring services provider, and is also currently a Director of SMMT (The Society of Motor Manufacturers and Traders). Andy further expanded his remit in May 2021 by becoming Group Chief Operating Officer. Andy brings extensive experience of retail transformation stemming from a career in various functions in leading UK retailers and consumer businesses across both Private Equity and PLC ownerships. Andy brings a deep understanding of customer experience, retail and automotive operations, as well as experience in marketing, people, service delivery, and property to Halfords. Andy has been an instrumental advisor in the setup of Avayler as an additional revenue stream and business area for Halfords. Andy was previously the CEO of SK:N, where he developed the business into the UK’s number 1 chain of skin clinics through a strong focus on medical standards.
My favorite customer experience has to be with the retailer Costco. They put the satisfaction of their customer at the heart of what they do. They also link the online and the in-store experience together superbly. Twice I have purchased products from them that have failed after more than a year. Costco instantly finds my past transactions on their system (removing the need for me to demonstrate the purchase), and their staff go out of their way to make it right. In the first instance, Costco got their supplier to send me some replacement parts directly to my home. The second time they suggested a better product and gave me credit towards it. Even though I had bought the product online, they were able to use their in-store technology to identify the transaction and help me quickly and without fuss. As a result, they have earned my loyalty, and I tell others about their excellent service.
Linked InChris McShane
PRESIDENT & COO
Chris is a technology industry veteran with two decades of experience building and scaling enterprise retail, automotive, telco and SaaS businesses. In addition to his role as President & COO of the Avayler business, Chris is MD of Halfords Mobile Experts, leading the service operations and strategy for the business. Prior to Halfords, Chris spent many years in strategic and commercial leadership roles in the UK and Globally. At Avayler Chris will drive the business strategy, enterprise penetration and product innovation with a clear focus on delivering customer-centric technology.
My favourite customer experience is with British Airways. As an avid traveller, my BA app has everything I need to travel for work or family holidays. The app stores passport and ticket details, I can book and change flights and it includes a host of tailored services. I can find solace in a BA lounge in most locations. They value me as a long-standing customer, with increased benefits over time including the BA points I save which I use on the odd weekend trip away. They take the stress out of what can be a bit of a challenge travelling with 2 young children.
Linked InRic Clarke
CTO
Over the last 20 years, Ric has played a driving role in several disruptive technology-driven businesses. In addition to his role as CTO of the Avayler business, Ric is the Motoring Services Technical Director at Halfords. Previously, as Co-Founder of Tyres On The Drive, Ric defined the technology vision of the business. He built a platform, laser-focused on the delivery of operational efficiency and operational compliance, ultimately ensuring an industry-leading and consistent customer experience at scale.
My current favourite customer experience is Screwfix. The interface is really simple and focused on the basics without trying to complicate things including a new face unlock feature. The result is that you can order your item from the App for collection instore. There is very little friction anywhere. The last thing I ordered was an axe!
Linked InRichard Guest
CFO
An ACA qualified accountant by trade, Richard runs the finance function for Halfords Autocentres and now Avayler. Additionally, he’s also had responsibility for the IT function of Halfords Autocentres for the past 2 years. Before joining Halfords and the Avayler team, Richard worked in BT Group (one of the World’s largest telecomm companies), and PwC (one of the World’s largest professional services firms).
My best ever customer experience was with Thomas Cook. I once realised 1 hour before take-off my holiday was that day as opposed to the next day. I called Thomas Cook on the way and they ensured I got on the plane by having one of their personnel physically waiting at the gate for me (which had long since closed), personally checking me in and fast tracking me through security. I ended up being the first person in the queue to board the plane!
Linked InSimon Cunnell
VP SALES - EU & APAC
Simon has been working within the supply chain and field service technology industry for over 20 years, working with many leading global brands & fleet operators helping them streamline their operations and create new technology driven business models. Simon is excited to bring Avayler and its unique ‘Customer Centric’ omni-channel approach to businesses. With decades of experience helping future proof enterprise businesses Simon is well positioned to take Avayler to market commercially.
You can’t better the smooth experience with Deliveroo, from ordering on the app through to delivery. I can get my favourite food brought to me wherever I am and I get visibility of where it is on the journey and when it will arrive. No more chasing the restaurant to find out where my order is and no more mistakes on the order when it arrives, it is a perfect experience. I marvel at the fact that the platform is open to all types of food & beverage outlets, from global brands through to local independents, giving each the same level opportunity to wow their customers with their services.
Linked InAaron Henley
VP Sales - Americas
Aaron has spent the last decade focused on supporting outcome-based service models, driving growth and adoption amongst the global leaders in the Medical, Manufacturing, and Oil & Gas industries. Aaron appreciates the ‘Customer-Centric’ model that Avayler embodies, and with years of experience and leadership within the field service industry, Aaron is well-equipped to bring Avayler to the broader market in North America.
As someone who considers themselves a handy person, I appreciate the customer experience of The Home Depot. From small projects to full renovations, The Home Depot embraces and encourages the ‘do it yourself’ mentality to their customers. Offering a wide variety of professional-grade products and project training, The Home Depot has everything you need to make your home renovation dreams become reality. Customer experience is a key focus, which is what drives loyalty and continued business.
Linked InKristina Flickinger
VP MARKETING
Kristina brings more than decade of field service management experience to Avayler and is excited to bring to market a truly customer-focussed field service platform. In previous roles Kristina has successfully launched FSM, ML/AI and ERP products into market globally.
My all-time favourite customer experience is Starbucks. I love how they make me feel like a VIP customer. I love their loyalty scheme and app which includes free drinks. They have great consistency in customer service, I get the same service at any Starbucks around the world… and I visit a LOT of them!
Linked InPreston Hayward
Customer Success Director
Preston joins Avayler with over a decade of enterprise software experience working with Fortune 500 companies to successfully implement enterprise resource planning, asset management and field service management solutions. With a background in business development, project management, training and onboarding, Preston is excited to drive the adoption of the Avayler software across its customer base so the total ROI of the platform can be realized.
My favorite customer experience is with Target Order Pickup. Everything today is about convenience and being able to obtain something with ease. I can order groceries, clothes and kid/baby items and see when my order is ready through their mobile app. Their employees are always friendly and helpful when bringing items to your car.
Luke Poulton
HEAD OF PRODUCT STRATEGY AND DEVELOPMENT
Luke brings to Avayler a decade of SaaS, technical architecture and engineering expertise. From initial concept and prototype delivery to full lifecycle development, Luke has delivered numerous solutions in regulated industry sectors with significant requirements for compliance. Luke is well positioned to bridge the gap between customers’ needs and our technology development and delivery teams.
I feel the best customer experience is Amazon. I have found Amazon great in terms of ease of interface, quality of products and speedy delivery. With Prime membership you can get same day or next day delivery on many items, as well as music & tv services which you can use through Alexa. They get it right, even when things go wrong, with a no fuss returns policy.
Linked InRichard Hewston
HEAD OF PRODUCT DELIVERY
Richard is a product enthusiast with a passion for building things that customers love. He brings more than ten years of product management experience to the Avayler team and is excited to lead and enable teams to deliver lasting outcomes that will delight our customers.
Rover.com is a pet sitting service. The customer experience is fantastic because they make it simple to search and book a dog walker with online reviews and photos throughout the day. The overall process was intuitive and I found the follow up emails helpful. Rover takes away the anxiety of a stranger looking after my dog.
Linked InBen Cook
AVAYLER HUB LEAD
Ben is uniquely positioned to deliver on the Avayler Hub with 10 years’ experience managing operations in the service-led telecoms and automotive industries. He has spent the past 8 years delivering complex software solutions in the automotive industry and holds a Masters Degree in computer science. Ben can’t wait to see the difference Avayler Hub will make for businesses looking for a real omni-channel approach to field service.
My current favourite customer experience has to be Apple. I love how they consistently over deliver on customer satisfaction. So much so, I worked for them for 5 years! Just last year, I took my 4-year-old laptop in for a recall repair on the screen, they had an issue getting the part and so gave me a new model replacement MacBook!
Linked InDan Bezer
AVAYLER MOBILE LEAD
Daniel has been a part of the mobile industry for 10 years and has supported the Halfords mobile growth from 2 vans to 150 vans to date. Bringing almost two decades worth of experience within the motor industry to Avayler, he knows how dull and prehistoric other software solutions can be, giving him the drive to better the Avayler customer proposition every day in his role.
My favourite customer experience is Netflix. The Netflix library includes a wide variety of films, documentaries and series adapted to suit your taste, including exclusives. The interface is intuitive and the streaming is seamless. There is a continuous playback cycle that allows you to sit back, relax and watch your favourites.
Linked InMartin Alldritt
PLANNING AND OPTIMIZATION MANAGER
Martin joins the Avayler team with over 6 years’ experience in dynamic routing and yield optimization with both TyresOnTheDrive.Com and Halfords Mobile Expert. He helped build and implement the bespoke customer centric software solution, which has gone on to demonstrate huge operational efficiency gains and margin optimization. Martin has been a key driver in ensuring customer experience stays at the core of product focus and development and is proud to now be part of taking this software to market.
The best customer experience I have ever had was with BMW. The whole customer journey is considered, from booking the car online, to aftersales care, the customer app which lets you control the vehicle & book services, to the product itself, which also contains concierge services accessible from the vehicle computer.
Linked InAmy Green
TECHNICIAN AND CUSTOMER PORTAL PRODUCT OWNER
Having served more than 5 years within Halford’s Mobile Experts division, Avayler benefits from Amy’s vast knowledge and experience in customer service, operations and product management. With a strong passion for the customer and user experience, Amy is delighted to play a part in bringing this software platform to life.
My favourite customer experience is H&M. I can shop clothing for any age, shape and size. I receive notifications for new or sale items tailored to me. Online returns are very easy. Membership and loyalty schemes include free delivery, bonus voucher points, discounts and early access to exclusive products. They are environmentally conscious and have sustainable choices.
Linked In