Virgin Atlantic wanted to sharpen its understanding of how passengers experienced customer service across every interaction point — from digital and ground-based touchpoints through to on-board experiences with crew. The goal was to identify how to deliver not just the ‘brilliant basics’ (consistency, efficiency, professionalism), but also the ‘magic touches’ that set Virgin Atlantic apart in a competitive market. A key challenge was to define a framework of service parameters that respected cultural differences and operational constraints, while still allowing crew the flexibility to deliver service in a way that felt authentic and personal.
The research was designed as a multi-stage, mixed-method programme:
This combination ensured Virgin Atlantic could not only map the service experience as it was, but also test alternative service models against customer and crew expectations worldwide.
The findings provided Virgin Atlantic with:
As a result, Virgin Atlantic was able to codify its service philosophy — ensuring that its promise of combining reliable delivery with distinctive Virgin flair was brought to life consistently across all markets.
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