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VIRGIN MOBILE AUSTRALIA
Redesigning the Current Retail Experience

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OVERVIEW

The new customer engagement model is being rolled out nationally with positive feedback from both retail staff and customers alike.  This is being done alongside a brand refresh in Virgin Mobile retail stores.
 

BUSINESS/DESIGN CHALLENGE

How can Virgin Mobile achieve a consistent branded experience across the retail stores?  It must be simple, consistent and constantly improving in all key areas valued by customers.

CUSTOMER STRATEGY

Proto Partners discovered four major insights during their research.  These formed the basis of Virgin’s new Retail Customer Strategy:

UNDERSTAND ME - Help customers understand what is important to them.  Provide clarity in communication to avoid misunderstanding, and smoothly deal with any issues.  Acknowledge that customers have differing levels of knowledge.  Clearly demonstrate that help and guidance is always available.

MAKE IT FAIR FOR ME - Customers are seeking the ‘wow’ moments associated with the Virgin brand.  Providing these will create an unmatched telecommunications experience.  In addition, always make customers feel appreciated and actively seek to understand their needs.  Adjust options and solutions to suit the individual while remaining fair to all.  Respect the loyalty of existing customers.

MAKE IT SIMPLE FOR ME – Set clear expectations on what is or isn’t possible and streamline processes to be as quick and easy as possible.  This demonstrates to customers that their time is respected.  Front line staff who have been empowered to provide customers with up front solutions keep the customer feeling valued.

GIVE ME CONTROL - Inconsistencies across the customer experience will affect customer confidence. Customers must receive the same excellent level of service and the same information, regardless of whom they speak with in store.

OUTCOME

Proto Partners developed 30 actionable initiatives as part of the new customer engagement strategy.  These were highly developed, and many were ready to handover to project teams for implementation within 3 months.  With the help of Proto Partners, Virgin Mobile had prioritised all initiatives related to increasing customer and business value.  The work to determine which to launch and by when was completed ahead of time.

The new customer engagement model is being rolled out nationally with positive feedback from both retail staff and customers alike.  This is being done alongside a brand refresh in Virgin Mobile retail stores.
 


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