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Virgin's Crown Jewels: Great Customer Service across 200 Companies and 29 Countries Michael Murphy Group Brand Manager - Customer Service Virgin Management Limited 4 th February 2008

Virgin's Crown Jewels: Great Customer Service

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Michael Murphy, Virgin's Brand Manager for Customer Service, discusses the secret sauce for the global brand that is Virgin. 200 companies across 29 countries.

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Page 1: Virgin's Crown Jewels: Great Customer Service

Virgin's Crown Jewels: Great Customer Service across 200 Companies and 29 Countries

Michael MurphyGroup Brand Manager - Customer Service Virgin Management Limited

4th February 2008

Page 2: Virgin's Crown Jewels: Great Customer Service

What are we gonna chat about?

So who are we?

Core values

People 1st

Sharing around the group

The consumer champion

So to sum up….

Page 3: Virgin's Crown Jewels: Great Customer Service

So who are we and what is our brand about?

Page 4: Virgin's Crown Jewels: Great Customer Service

1970’s: the brand is born

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1980’s: early growth/survival

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1990’s: entrepreneurial start ups

Page 7: Virgin's Crown Jewels: Great Customer Service

Virgin brand so far: Transport & Travel

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Virgin brand so far: Leisure & Entertainment

Page 9: Virgin's Crown Jewels: Great Customer Service

Virgin brand so far: Retail

Page 10: Virgin's Crown Jewels: Great Customer Service

Virgin brand so far: Communications. Money.

Page 11: Virgin's Crown Jewels: Great Customer Service

Virgin brand so far: Health. Renewables. Charity.

Page 12: Virgin's Crown Jewels: Great Customer Service

200 companies worldwide, employing 48 500people, an annual Virgin Group turnover of £10.8bn/US$20.4bn

….one of the most exciting brands in the world

Page 13: Virgin's Crown Jewels: Great Customer Service

Some stuff you probably didn’t know about us…

VFest Music FestivalsMaryland: 72000 smiley faces, 2500 bodies tattooed, 40000 crabcakes eaten

Virgin Active South Africa2,889,256 customers in January 2007, producing 30282 litres of sweat per day

Virgin MediaOur cables laid end to end would reach the moon or around the world 30 times

Virgin CosmeticsTop seller sold in one year enough lipsticks to circle the earth end to end!

Virgin Atlantic Since our inception in 1984, we have served over 110,000,000 meals onboard

Virgin Trains1st European rail operator to use bio- diesel, reducing C02 emissions by 14%

Virgin Money UKDeveloping a credit card that once expired can be planted to grow a tree!

Virgin ColaPamela Anderson was the model for the curvaceous shape of our bottles!

Page 14: Virgin's Crown Jewels: Great Customer Service

Remember your core values

Page 15: Virgin's Crown Jewels: Great Customer Service

The Brand Values

Page 16: Virgin's Crown Jewels: Great Customer Service

How we do deliver our values?

Listen to our customers

Respect our customers

Love our People

Keep It up!

Page 17: Virgin's Crown Jewels: Great Customer Service
Page 18: Virgin's Crown Jewels: Great Customer Service

The Acid Test:

If our name was removed from any part of the customer experience, would customers still know it was Virgin Mobile?

Page 19: Virgin's Crown Jewels: Great Customer Service
Page 20: Virgin's Crown Jewels: Great Customer Service

thrive

happy

enjoy

life

dynamic

animatedvivid

flourish

elect

rifyi

ng

In th

e m

omen

t

No rehearsal unsc

ripte

dA

nyth

ing co

uld

happen

HOT

connected

Sw

itch

ed o

n

Unplugged

Page 21: Virgin's Crown Jewels: Great Customer Service
Page 22: Virgin's Crown Jewels: Great Customer Service

People 1st

every time

Page 23: Virgin's Crown Jewels: Great Customer Service

So what does “the boss” think?

“Convention dictates that a company looks after its shareholders first, its customers next and last of all worries about its employees. Virgin does the opposite.

For us, our employees matter most. It just seems common sense to me that , if you start off with a happy, well-motivated workforce, you’re much more likely to have happy customers. And in due course the resulting profits will make your shareholders happy.”

Richard Branson

Page 24: Virgin's Crown Jewels: Great Customer Service

Question: Should my perception of Virgin as an employee be any different from that of a customer?

No! If you don’t believe in it, it won’t ever happen!

Page 25: Virgin's Crown Jewels: Great Customer Service

Loving People – the Virgin Way

Inspire

MeasureSuccess

Reward

Train Grow

Empower

Recruit

Page 26: Virgin's Crown Jewels: Great Customer Service

Empowerment

Simplicity

Fun

Lead

Learn

Feedback

Push

Together

Page 27: Virgin's Crown Jewels: Great Customer Service

 

Page 28: Virgin's Crown Jewels: Great Customer Service

Learning from around the group

Page 29: Virgin's Crown Jewels: Great Customer Service

Our Customer Experience principles How Virgin Group companies put it into practice

To offer an experience that’s 100% human, treating customers with respect.

Speak from the heart, not a script. Talk to people the way they prefer to be talked to – with warmth and humanity. When Virgin Money sends people letters about their financial services they recognise it’s the customer’s money, not theirs. They don’t write in jargon but as one human being to another

To make the experience simple and easy, with no confusion.

In a world of clutter and technology, there’s nothing consumers appreciate more. Virgin Mobile launched with the goal of putting the customer first and to be a breath of fresh air in a confusing field of technology. It revolutionised the industry by scrapping peak rate calls and allowing customers to pay any way they like with no contract.

To give our customers what they really want. Virgin Megastores were the first major music retailer to introduce listening posts in their stores, allowing consumers to listen before they buy.

To get the right things right. Every time. Like Virgin trains – who built a power point into every seat – so you can get some work done without your laptop or mobile running out of juice.

To keep our promises. If we say it, we’ll do it.

Some companies show a lack of regard for their customers by making promises they can’t or won’t keep. Virgin companies do what we say – no lies and no backtracking, just action.

To challenge convention. No bollocks or bureaucracy

Virgin Direct’s index tracker investments broke the investment world’s greatest conventions and secrets by beating traditional fund management with an investment fund linked to the FTSE. “Wouldn’t it be great if your shares could beat the shares of all those highly paid investors?” You can, 90% of the time, if you just invest in all the FTSE top companies.

To add a personal touch to our customer experience: the little extras….

To never design what we do by assuming the worst in customers

As a customer, there’s nothing more frustrating than dealing with a faceless bureaucracy or a member of staff who tows the party line. A little something extra can really go a long way to improve a their experience and their opinion of Virgin. E.g. A Virgin Trains manager took all the placemats from First class and folded them into fans for the passengers caught in an unpleasantly hot carriage when the air-conditioning failed.

Phone broken? No problem. Virgin mobile will send a replacement the next day. That’s before we receive the original back – we take your word for it.

The Virgin Mobile Customer Experience Charter

Page 30: Virgin's Crown Jewels: Great Customer Service

The Virgin Mobile Customer Experience Charter

As a customer, there’s nothing more frustrating than dealing with a faceless bureaucracy or a member of staff who tows the party line. A little something extra can really go a long way to improve a their experience and their opinion of Virgin. E.g. A Virgin Trains manager took all the placemats from First class and folded them into fans for the passengers caught in an unpleasantly hot carriage when the air-conditioning failed.

To add a personal touch to our customer experience: the little extras….

Page 31: Virgin's Crown Jewels: Great Customer Service

The Virgin Mobile Customer Experience Charter

Speak from the heart, not a script. Talk to people the way they prefer to be talked to – with warmth and humanity. When Virgin Money sends people letters about their financial services they recognise it’s the customer’s money, not theirs. They don’t write in jargon but as one human being to another

To offer an experience that’s 100% human, treating customers with respect.

Page 32: Virgin's Crown Jewels: Great Customer Service

The challenges of being a consumer champion

Page 33: Virgin's Crown Jewels: Great Customer Service

Being the Consumer Champion

Page 35: Virgin's Crown Jewels: Great Customer Service
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So, to sum up…

Page 39: Virgin's Crown Jewels: Great Customer Service

So what’s the answer?

Keep it simple

Do what you say

Take the leap of faith

Keep on checking

Stay true to your values

Love the locals

Page 40: Virgin's Crown Jewels: Great Customer Service
Page 41: Virgin's Crown Jewels: Great Customer Service

Thanks for listening!

Any questions?