Customer Experience at Virgin Atlantic Presentation to Best Western Hotels 24 January 2012 Paul...
21
Customer Experience at Virgin Atlantic Presentation to Best Western Hotels 24 January 2012 Paul Sands, Head of Customer Experience, Virgin Atlantic
Transcript of Customer Experience at Virgin Atlantic Presentation to Best Western Hotels 24 January 2012 Paul...
Customer Experience at Virgin
Atlantic
Presentation to Best Western Hotels 24 January 2012
Paul Sands, Head of Customer Experience, Virgin Atlantic
TODAY:How do we deliver a consistent, on brand
customer experience, and make space for
innovation?
Differentiate or die
Virgin Atlantic Manifesto / Mission
To grow a profitable airline which people love to fly and where people love to work
Brand Idea
To grow a profitable airline which people
love to fly and where people love to work
[VAA placeholder]
6
Virgin Atlantic Manifesto / Mission
To grow a profitable airline which people love to fly and where people love to work
Customer Experience Vision Rest of Business
Brand Idea
Get your Vision On- A flag to rally behind
- Allows us to spot gaps in current plans
- Allows us to prioritise
- Shapes existing projects
- Adds up to a compelling sales & marketing proposition
Customer obsession
Listen to frontline staffLifetime value, not transactions
Unbeatable in service
Customer dataTools and infrastructure to be proud of
Soft product rotation to keep fresh
10
Virgin Atlantic Manifesto / Mission
To grow a profitable airline which people love to fly and where people love to work
Customer Experience Vision
Customer Propositions by Class / Segmente.g. Upper Class, Kids, Connectivity
Rest of Business
Brand Idea
Cost Analysis
Competitor Analysis
Flying Fresh
12
Virgin Atlantic Manifesto / Mission
To grow a profitable airline which people love to fly and where people love to work
Customer Experience Vision
Customer Propositions by Class / Segmente.g. Upper Class, Kids, Connectivity
Customer Standards(offering, quality metrics, lifecycle)
Rest of Business
Brand Idea
Cost Analysis
Competitor Analysis
Offer Metric Lifecycle
Fully flat bed Sleeping comfort 60% ‘excellent’ in in-flight questionnaire
6 years
Cabin crew readily available
Pass through cabin every 10 minutes (Mystery Shopper)
-
Examples of Upper Class Customer Experience Standards
14
Virgin Atlantic Manifesto / Mission
To grow a profitable airline which people love to fly and where people love to work
Customer Experience Vision
Customer Propositions by Class / Segmente.g. Upper Class, Kids, Connectivity
Customer Standards(offering, quality metrics, lifecycle)
Today’s PerformanceIn Service, Operational Budgets
Rest of Business
Brand Idea
Cost Analysis
Competitor Analysis
15
Virgin Atlantic Manifesto / Mission
To grow a profitable airline which people love to fly and where people love to work
Customer Experience Vision
Customer Propositions by Class / Segmente.g. Upper Class, Kids, Connectivity
Customer Standards(offering, quality metrics, lifecycle)
Today’s PerformanceIn Service, Operational Budgets
Rest of Business
Brand Idea
Incremental improvementsRefreshesBaselining
New to Business Ideas
Cost Analysis
Competitor Analysis
i
i
i
Guiding Principles within the Innovation
[VAA placeholder]
17
CAN YOU FEEL IT? (Alive / Fun)
[VAA placeholder]
18
TEAM MEMBERS PROUD
AND LOUD
19
PR: PASS THE PHOTO TEST
20
ICONIC TALKING POINTS
21
INNOVATION
NEVER SLEEPS
