Virgin Atlantic Ensures The Best Possible Journey For Its Customers

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Virgin Atlantic, one of the World's leading airlines, has joined forces with digital research specialist, eDigitalResearch, to gain valuable insights from its customers so that it can improve their booking experience.

All airlines are operating in a challenging environment at this time of rising fuel prices and so it is even more important for us to better understand what our customers value, from the moment they book with us right through to arriving at their destination.

Virgin Atlantic, one of the World's leading airlines, has joined forces with digital research specialist, eDigitalResearch, to gain valuable insights from its customers so that it can improve their booking experience.

Working closely with eDigitalResearch, Virgin Atlantic has launched a number of surveys initially covering it's direct sales channels to improve the experience for customers who visit its website and call its customer contact centres.

Paul Ward, Research Manager Product & Service at Virgin Atlantic, explains: "All airlines are operating in a challenging environment at this time of rising fuel prices and so it is even more important for us to better understand what our customers value, from the moment they book with us right through to arriving at their destination."

eDigitalResearch has provided Virgin Atlantic with a cost-effective and rapid means for it to quickly measure customer opinion. The in-built flexibility of its panel management tool enables Virgin Atlantic to have complete control over the questions so that it can undertake unlimited surveys on ad-hoc sample data.

Paul Ward comments: "The flexibility of the research toolset is key to allowing us the flexibility to conduct research as and when we need to. It has also meant that we can mirror the site survey across our other sales channels including our contact centres and travel agency network. In addition, by profiling our most loyal customers, we can gain a better understanding of their attitudes and needs so that we can effectively communicate with them in the future."

Michelle Fuller, co-founding director at eDigitalResearch concludes: "Insight is everything and targeted research empowers the decision-making process, helping businesses like Virgin Atlantic to tailor its customer communications and benchmark against competition. Virgin Atlantic is a great example of a business using integrated research so that it can enhance customer service across its multiple sales channels. This both helps to build brand advocacy and customer loyalty."

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MICHELLE FULLER

Lisa Bonczyk
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