Customer service levels in the UK are continually under pressure, and the bar is going higher and higher from the consumer and professional buyer. However, is training and investment in staff teams matching that customer and client expectation?
The Virgin brand is in the news, ‘Virging’ on customer coincidence maybe! Chris Evans is going to return to Virgin Radio and will spend several months subtly encouraging some of his Radio 2 audience (as he also understands influencing customers) across to his new commercial breakfast show. Virgin Money digs deep on service levels, and the Virgin brand will soon be sailing the high seas as Virgin Voyages will launch in 2020, as their first cruise ship has been named whilst in the boat yard being fitted out.
So even if you are a bit risk averse, what are the betting odds on the customer experience of the latest Virgin offspring in the cruise market, being really poor and disappointing?
It’s almost incomprehensible.
That’s because the Virgin brand values have been synonymous with high customer experience levels for 30 years. They've won market share relatively easily because they are current, fun, rebellious... a bit 'rock star' really.... and have won customers over through a rare commodity in the mainstream volume market - 'Trust'.
So Customer specialist marketers and trainers like ourselves at Customer Journey, often reference Virgin when doing seminars or courses, because you know their culture and ideals embedded by Sir Richard, are always true. The evidence is there.
Here's an article from the recent UK Complaint Handling Awards, which nicely focusses on the benefits Virgin Money have derived via customer focus, and why more businesses should invest in greater customer understanding. Changing demographics, motivations and in this case, 'recovery training techniques' are actually quite easy and can be really empowering for staff teams. Customer Experience is now core central in business strategies, and not just in the service industry. Customers are no longer the King and the Queen, but the 'Holy Grail' to understand, pre-empt, delight and surprise by managing their journey onsite, on phone and online..... today, and everyday thereafter. Virging on greater brand value, staff productivity and loyalty, plus of course profits.