Virgin Trains runs over 100,000 train journeys every year carrying 38 million passengers. They were aware of many potential improvements to be made to the customer experience, and that their digital channels were not living up to the exceptional Virgin brand we know and love.
They needed to re-engage customers, improving the end-to-end experience for customers who are first deciding to travel by train, to those making a purchase, through to engaging those coming back for more.
We've been partnering with Virgin Trains to help them deliver an amazing omnichannel experience. Our objectives have been to:
- Work with internal teams to deliver against their digital KPIs on an ongoing basis
- Meet and exceed the desired customer experience, measured by customer satisfaction and customer success (using Hotjar, Google Analytics, formal customer interviews and informal customer discussions)
- Own the design and ensure the experience is fully consistent across all platforms
- Make it easier for customers to: (a) book, pay and fulfil tickets through digital channels; and (b) self-serve online to reduce calls to customer services teams