Customer Service is the hallmark of the Virgin Atlantic brand. Virgin’s reputation is built on consistently delivering a distinctly ‘Virgin’ customer experience. But when you turn 21 – how do you ensure your customer experience is still as fresh and relevant as it was on day one? And how do you shift customer satisfaction from 93% to 97% at the same time?
We set out to understand the key behaviours and attributes which make the difference between a good experience and a great one for Virgin customers. For the on-board and ground teams we needed to explore what got in the way of them delivering the very best of the Virgin brand promise every day.
Virgin are in the business of creating ‘memories’ for their customers. ‘Magic Touches’ are integral to the Virgin brand. Empowering everyone to approach customers this way creates the exceptional experiences Virgin are famous for. We created a dynamic communications campaign to build excitement and engagement in the lead up to the one-day ‘Brilliant Basics. Magic Touches’ brand engagement event. The programme reached 5,000 global front line team members, and helped everyone focus on their role in delivering the universally loved Virgin customer experience. And yes, the results were achieved and sustained.
The key service behaviours created for the events were embedded into the performance management and recruitment approaches across the Virgin organisation, making sure the change in performance was there to stay. At an emotional level, the tear-jerking ‘Memories’ film featuring employees across the organisation was given to all employees to help the learning stick.