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VIRGIN MOBILE AUSTRALIA
Reviving Virgin's Customer Engagement Strategy

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OVERVIEW

Virgin Mobile saw an increase in their customer satisfaction measures of 10% over the first 7 months working with Proto Partners due to the greater focus on customer experience across the entire Virgin organisation.

 

CLIENT TESTIMONY

"As former Head of Customer Experience at Virgin Mobile, I have worked with Damian and the team at Proto Partners for several years. In this time, they helped us gain valuable insights into customers perception of the brand and deeper understanding of their journey with Virgin Mobile. They worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS.
I particularly appreciated how Damian and his team challenged our thinking - and have been open to feedback - in a safe, positive way. They imparted a great deal of CE knowledge, approaches and tools that have been invaluable to the team and the business. Proto Partners continues to be a long term partner with Virgin Mobile, and they have been a pleasure to work with.”
– Amanda O’Donnell, Head of Customer Experience

BUSINESS/DESIGN CHALLENGE

How can Virgin raise the customer satisfaction index across those parts of the customer journey where it really matters, providing products, services and experiences, which are both “typically Virgin” and growth generating?

COMMERCIAL OBJECTIVE

Virgin Mobile is a challenger in the mobile market. They seek to move beyond a price-based strategy to acquire and retain a growing share of customers.  With constant customer churn a problem and access to less marketing funds than its competitors, Virgin Mobile needed to generate many more raving fans to win new business.

CUSTOMER STRATEGY

Proto Partners identified that the solution for Virgin was to bridge the gap between their brand promise and their service delivery. Proto Partner’s research methods allowed them to gain insights from not only Virgin internally but also fromVirgin’s end customers, through developing personal connections. This approach dramatically extended the insights available and added significant authenticity to the findings. The result? Increased ability to make meaningful changes to Virgin Mobile’s customer experience.

Proto Partners were able to reveal the complexity of Virgin’s differing customers and their needs. By creating different personas and tracking their respective journeys as a Virgin Mobile customer, we developed a refined and effective service strategy. Identifying customer types and their specific needs allowed Proto Partners to address the resulting service opportunities and focus on an engagement strategy with increased knowledge of customer likes and dislikes.

Proto Partners worked with Virgin Mobile to develop a business case supporting the experience innovation research, creating scenarios allowing customers to receive only what they value and desire.

OUTCOME

Virgin Mobile saw an increase in their customer satisfaction measures of 10% over the first 7 months working with Proto Partners due to the greater focus on customer experience across the entire Virgin organisation.

A business framework showing lifetime value, net present value and average revenue per user highlights the effectiveness of all efforts from a business perspective.
 


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