To understand passenger interaction with Virgin Atlantic customer service – both on-board and in ground locations (covering digital and non-digital channels). With a view to optimising service style and delivery, to match and exceed passenger expectations – defining a set of parameters within which crew are able to operate flexibly in delivering ‘brilliant basics and magic touches’.
A programme of qualitative interviewing across key international markets covering Virgin Atlantic crew members and passengers. Interviewing featured role play, various projective techniques and extensive use of video stimulus. A comprehensive quantitative project was then commissioned to assess the suitability of different service style options in their cultural context.
The project findings were used to define the most appropriate form, content and level of passenger/crew interaction across all important touchpoints. A template document and supporting material were produced to assist in the embedding of the new style within Virgin Atlantic culture.