The Acid Test:If our name was removed from anypart of the customer experience,would customers still know it wasVirgin?
To add a personal touch A Virgin Trains manager took all theto our customer placemats from First class and foldedexperience: the little them into fans for the passengers caughtextras…. in an unpleasantly hot carriage when the air-conditioning failed.To offer an experience When Virgin Money sends people lettersthat’s 100% human, about their financial services theytreating customers with recognise it’s the customer’s money, notrespect. theirs. They don’t write in jargon but as one human being to another
The Virgin Customer Experience Charter Our Customer Experience principles How Virgin Group companies put it into practiceTo offer an experience that’s 100% human, Speak from the heart, not a script. Talk to people the way they prefer to be talked to – withtreating customers with respect. warmth and humanity. When Virgin Money sends people letters about their financial services they recognise it’s the customer’s money, not theirs. They don’t write in jargon but as one human being to anotherTo make the experience simple and easy, with In a world of clutter and technology, there’s nothing consumers appreciate more. Virgin Mobileno confusion. launched with the goal of putting the customer first and to be a breath of fresh air in a confusing field of technology. It revolutionised the industry by scrapping peak rate calls and allowing customers to pay any way they like with no contract.To give our customers what they really want. Virgin Megastores were the first major music retailer to introduce listening posts in their stores, allowing consumers to listen before they buy.To get the right things right. Every time. Like Virgin trains – who built a power point into every seat – so you can get some work done without your laptop or mobile running out of juice.To keep our promises. If we say it, we’ll do Some companies show a lack of regard for their customers by making promises they can’t or won’tit. keep. Virgin companies do what we say – no lies and no backtracking, just action.To challenge convention. No bollocks or Virgin Direct’s index tracker investments broke the investment world’s greatest conventions andbureaucracy secrets by beating traditional fund management with an investment fund linked to the FTSE. “Wouldn’t it be great if your shares could beat the shares of all those highly paid investors?” You can, 90% of the time, if you just invest in all the FTSE top companies.To add a personal touch to our customer As a customer, there’s nothing more frustrating than dealing with a faceless bureaucracy or aexperience: the little extras…. member of staff who tows the party line. A little something extra can really go a long way to improve a their experience and their opinion of Virgin. E.g. A Virgin Trains manager took all the placemats from First class and folded them into fans for the passengers caught in an unpleasantly hot carriage when the air-conditioning failed.To never design what we do by assuming the Phone broken? No problem. Virgin mobile will send a replacement the next day. That’s before weworst in customers receive the original back – we take your word for it.
NordstromThe 8 Management Principles of America’s #1 CustomerService Company1. Provide your customer with choices2. Create and inviting place for your customer3. Hire nice, motivated people4. Sell the relationship5. Empower Employees to take ownership6. Dump the rules7. Encourage Internal Competition8. Commit 100% to customer service
I own customer service I deeply understand my customers needsI proactively provide solutions which add mutual value I am happy and able I make it happen
Are you … “Rock Stars of the Age of Ag Talent” Talent”
“Experiences are as distinct from services asservices are fromgoods.” —Joe Pine & Jim Gilmore, TheExperience Economy: Work Is Theatre & Every Business a Stage
“The [Starbucks] Fix” Is on … “We have identified a ‘third place.’ And I really believe that sets us apart. The third place is that place that’s not work or home. It’s the place ourcustomers come for refuge.” —Nancy Orsolini, District Manager
The Value-added Ladder/ MEMORABLE CONNECTION Spellbinding Experiences Gamechanging Solutions Services Goods Raw Materials
Beyond the “Transaction”/ “Satisfaction” Mentality “Good hotel”/ “Happy guest”/ “Exceeded Expectations” vs. “Great Vacation”/ Vacation”/ “Great Conference”/ Conference”/ “Operation Personal Renewal” Renewal”