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VIRGIN MOBILE
Building a Superior Welcome Experience

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OVERVIEW

By listening to Virgin customers, Proto Partners were able to develop the ‘ideal customer experience’ and map a series of customer tested service initiatives for Virgin Mobile to implement.  A major goal was the optimisation of the ‘welcome experience’, developed to address real and identified customer wants when they arrive at a Virgin Mobile outlet, balanced against business needs.

 

BUSINESS/DESIGN CHALLENGE

How can Virgin Mobile increase satisfaction across the ‘welcome experience’ for customers where it really matters? By creating a positive and sustainable identification and affection towards the brand that builds loyalty and encourages greater customer commitment.

CUSTOMER STRATEGY

Proto Partner’s creation of the ideal customer journey was designed to integrate with the ideas that Virgin mobile already had on the table, while building in the innovation Virgin was looking for.  The key insights discovered by Proto Partners related to consistency and control.  For both new and re-contracting customers, being given a sense of control and trust in Virgin Mobile (beyond the early ”joining phase”) was a key determinant of continued happiness.

Most organisations focus a significant (arguably too much) effort on winning the business of the customer.  Existing customers prefer to see the value they provide to the supplier,returned to them in the form of continued care, focus and service well beyond the early “joining phase”.

This insight guided the development of a customer engagement strategy placing customer relationships as the first priority. With this strategy in mind, Proto Partners could design the look and feel of the ‘ideal customer experience’.

OUTCOME

By listening to Virgin customers, Proto Partners were able to develop the ‘ideal customer experience’ and map a series of customer tested service initiatives for Virgin Mobile to implement.  A major goal was the optimisation of the ‘welcome experience’, developed to address real and identified customer wants when they arrive at a Virgin Mobile outlet, balanced against business needs.

Virgin Mobile is moving closer to an ideal ‘welcome experience’ for their customers, with 20 clearly articulated initiatives and an achievable 24 month action plan. Virgin Mobile is well on the way to full implementation of the suggested service improvements.


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