Virgin Trains runs over 100,000 train journeys every year carrying around 38 million passengers. They were aware that there were many improvements that could be made to the customer experience, and the digital channels were not living up to the exceptional Virgin brand we know and love. They'd also learned that their customers have set habits and aren't particularly loyal.
They needed to re-engage customers, and give them a reason to come back to their digital channels, 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 partnered with Virgin Trains to help them deliver a truly amazing omnichannel experience. Our objectives were 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 service teams