Customer Experience at Virgin Atlantic Presentation to Best Western Hotels 24 January 2012 Paul Sands, Head of Customer

1. Customer Experience at Virgin AtlanticPresentation to Best Western Hotels 24 January 2012Paul Sands, Head of Customer Experience, Virgin Atlantic

2. TODAY:How do we deliver a consistent, on brand customer experience, and make space for innovation?

3. Differentiate or die

4. Brand Idea Virgin Atlantic Manifesto / Mission To grow a profitable airline which people love to fly and where people love to work

5. To grow a profitable airline which people love to fly and where people love to work

6. [VAA placeholder]

7. Brand Idea Virgin Atlantic Manifesto / Mission To grow a profitable airline which people love to fly and where people love to work Rest of Business Customer Experience Vision

8. Get your Vision On • - A flag to rally behind • Allows us to spot gaps in current plans • Allows us to prioritise • Shapes existing projects • Adds up to a compelling sales & marketing proposition

9. Customer obsession Lifetime value, not transactions Listen to frontline staff Unbeatable in service Tools and infrastructure to be proud of Customer data Soft product rotation to keep fresh

10. Brand Idea Virgin Atlantic Manifesto / Mission To grow a profitable airline which people love to fly and where people love to work Rest of Business Cost Analysis Customer Experience Vision Competitor Analysis Customer Propositions by Class / Segment e.g. Upper Class, Kids, Connectivity

11. Flying Fresh

12. Brand Idea Virgin Atlantic Manifesto / Mission To grow a profitable airline which people love to fly and where people love to work Rest of Business Cost Analysis Customer Experience Vision Competitor Analysis Customer Propositions by Class / Segment e.g. Upper Class, Kids, Connectivity Customer Standards (offering, quality metrics, lifecycle)

13. Examples of Upper Class Customer Experience Standards

14. Brand Idea Virgin Atlantic Manifesto / Mission To grow a profitable airline which people love to fly and where people love to work Rest of Business Cost Analysis Customer Experience Vision Competitor Analysis Customer Propositions by Class / Segment e.g. Upper Class, Kids, Connectivity Customer Standards (offering, quality metrics, lifecycle) Today’s Performance In Service, Operational Budgets

15. Brand Idea i Virgin Atlantic Manifesto / Mission To grow a profitable airline which people love to fly and where people love to work Rest of Business Cost Analysis Customer Experience Vision Competitor Analysis i New to Business Ideas Customer Propositions by Class / Segment e.g. Upper Class, Kids, Connectivity Customer Standards (offering, quality metrics, lifecycle) Incremental improvements Refreshes Baselining i Today’s Performance In Service, Operational Budgets

16. Guiding Principles within the Innovation

17. [VAA placeholder] CAN YOU FEEL IT? (Alive / Fun)

18. [VAA placeholder] TEAM MEMBERS PROUD AND LOUD

19. PR: PASS THE PHOTO TEST

20. ICONIC TALKING POINTS

21. INNOVATION NEVER SLEEPS