Virgin Atlantic to overhaul digital strategy

Virgin Atlantic is launched a renewed online digital strategy, including a revamped website. The move comes after bespoke research from eDigitalResearch suggested the carrier could see immediate benefits and return on investment. Recent feedback into customer thinking from across various customer journey’s, including online check-ins and non-bookers, has shown that an overhaul to the website would help boost the airline’s online performance. After beginning to phase in major changes to their website’s design, functionality and usability, Virgin Atlantic is already seeing improved satisfaction rates through their tailored eDigitalResearch insight programme, including a recently implemented ‘Rate this Page’ feedback forms on newly designed web pages. Virgin Atlantic has a long standing relationship with research partners eDigitalResearch and utilise several of the firms leading insight tools, including HUB Panels and Communities, eDigitalSurveys, as well as the eTravel Benchmark study. The range of tools allows Virgin Atlantic to gain comprehensive and robust consumer insight, help develop loyal customer relationships and benchmark their entire end-to-end online performance against their closest competitors, giving them a unique perspective of their online position in the market place. Customer insight forms an integral part of Virgin Atlantic’s strategy and vision. Used to help set quarterly actions and justify business cases, the airline have long been listening to customer feedback, and as a result, have truly taken on board customer suggestions during their new digital designs. Fergus Boyd, manager eBusiness strategy, said: “At Virgin Atlantic we obsess about the voice of the customer and customer feedback. “Our work with eDigitalResearch in general, and on our new website in particular on the website, has been instrumental in helping us measure the success of our new designs and improved customer experience”.