Compared with the goods related business, the service sector has seen the case of customers having to deal with different circumstances. For example, it is unheard of and impossible for a customer to walk into an airport, and ask for a test flight. The approach in which consumers chooses tests and makes a decision about a product are not the same for services as they are with reference to manufactured goods. This, in turn, results to more related pressure to the service industries/organizations to develop a host of brand values which assists in communicating to the prospective buyer, which in turn helps the customer to distinguish it from the competitors. As the competition in the service industry becomes stiffer, organizations are devising ways to ensure they effectively utilize customer service to the best of their ability. One of the industries the airline industry, where customer satisfaction has been used as a tool to build the brands.
In the airline industry, Virgin Atlantic has built its name and become a standard setter with reference to excellent customer care. The company has developed and implemented unique and innovative products to its customers which have over the years not only become the epitome of the company service values but for the entire airline industry. The airline industry can be said to be one of the business sectors that suffered most from the 9/11 attack in the United States. According to Kułyk (212), there was an almost instant reduction and fall in demand by passengers for airline services as some industries went bankrupt. However, despite the 9/11 case followed by other challenges such as the gulf war, the industry has for the past 10 years on the slow rebuilding process. Nevertheless, in order for the airlines to compete in the ever challenging market for airlines, it has become inevitable for the companies to evolve and adapt focusing on new and improved services to their customers. Airline with a strong foundation, leadership, and most importantly strong customer service model, emerged from the challenges more strong.
In the airline industry, the Virgin Atlantic has established its name due to its excellent customer care through an introduction of innovative and unique products to the industry/business. For example, the company was the first to offer economy and upper class at a business class fare ditching the previous old and preferred three class structure. Drawing back from the development of customer powers, in the early 1980s, recognition of customer needs was an unknown concept in the airline industry. Ferrying customers from location A to B was the primary focus of the airlines, with the quality of services and customer care no in anyway considered an imperative. Fast track this to the time of operation of virgin Atlantic company which changed the old trend by introducing the tenets of customer care as well as value for money as a norm in the airline sector. Regarded as the ‘first’ in airline customer care as well as to give individual TV screens, the strategy has revolutionized the way customers are regarded in the airline industry with a host of tailored services offered to make them more comfortable.
Case Summary
Located in London, the Virgin Atlantic group is owned by Sir. Branson who owns the maximum shares. The group has a profitable profile owing to its big stake in the airlines. The airline is an international undertaking serving over 30 destinations although the airline has spread its wings to various sectors, from soft drinks, financial services, railways, and cosmetics. Being in a service industry and in this case an international airline, there are immense pressures for it to develop brand values which aid in communicating to prospective customers about the service elements as well as the features that distinguish the product offering from those of the competitors. To be successful, they have to be aware of the competitors and their activities (Superbrands Case Studies: Virgin Atlantic). With regard to competition, the company tries to make improvements and explores ways of transmitting the improvements to the minds of the customers.
This case study explores how a young international airline as Virgin Atlantic has developed brand values in a series that are reflective of its improvements within such a short span.it is the company’s unique personality that appeals to its customers which has provided the Virgin Atlantic with a distinct competitive edge over competitors, overall positioning the company among the leading forward-thinking companies presently. An excellent customer service is one of the pillars that the Virgin Atlantic use to set their standards. Introduction of unique and innovative products has greatly boosted the company’s service values. For instance, it was the first company to offer Economy and upper classes flights as two flight classes at the fare of business class and abandoned the three class structure. It has won various awards carrying 2.3 million passengers in 1996 (Kurtulmuşoğlu 78). The branding of virgin Atlantic appeals to their clients through thought, sensation, feeling and intuition. Richard Branson is the greatest advertising tool of the company with many of its values emanating from him hence resulting in a not only distinct but also a memorable brand.
Rising from a new airline company to a leader in terms of how they treat their customers, brand and services offered, one of the key factors that have favored the rise of the Virgin airline is customer loyalty that they command. Reflecting back to the 9/11 case scenario, the airline industry was left with a major task of rebuilding the shaken industry which had seen decreased loyalty from the customers. Uggla (8), in his article identified that happy customers keep coming back for more. More so, happy customers are an effective tool as a result of the word they spread to theory family and friends. Brand building has been regarded as one of the major measures of an organization's global performance and ability to establish a brand image that is well accepted by the customers. Through its customer care, virgin Atlantic navigated the existing problem in the airline industry to build an unparalleled brand image. Which in turn established the company’s turning point to its current success and impact in the industry.
Through their strategy to focus on improved customer service and experience, the Virgin Atlantic has improved its operation management which has, in turn, helped the overall giant company to build a brand in the airline industry that customers dream to be identified with. Through branding and improved customer care services, the company has successfully established a service brand which has focused on individual experience and quality services. Through the customer care experience, the company has developed multiple qualities represented through their brands, which has, in turn, become a powerful marketing tool of a massive strength to the overall company (Kurtulmuşoğlu 81). The foremost brand value that was developed via the organization's customer care strategy, as the airline assures its customers as the primary focus every time and in all their services. At the same time, the company customers regard it as a distinctive, innovative and distinctive brand which is well recognized due to its qualities, integrity, and intelligence.
Virgin Atlantic’s overall consideration of passengers needs has contributed to its robust growth. Frequent flyers prefer this brand puts the customer’s needs first whether in the airport facilities in the flight. The company conducts in flight surveys which revealed that 91% of the passengers who flew in the upper class would do it again and even recommend the brand to others (Superbrands Case Studies: Virgin Atlantic). This brand pioneered in the introduction of customer service tenets and the value for money concept in the airline industry. Having been born in 1984, the company took three months only to get its planes released and commenced its initial operation. From the beginning, the mission of this company had been to offer the highest quality and innovative service and also a guaranteed value for money to all its air travelers (Nikbin 360). Customers are provided with in-flight entertainment whereby they have TV screens whether they are flying in the economy or in the first class. Other services availed to the customers include beauty therapy massages and manicures and Snooze service where a sleeper service is offered with meal options that are flexible. After flying, there is an awaiting complimentary chauffeur driven car ready to ferry customers to or from the airport. Additionally, at Heathrow airport in London, passengers are provided with a Drive Check-in Service allows the chauffeur to check their passengers which is a phenomenon service that helps them queuing at check-in completely. It is such offerings that have developed the airline through excellent services to the customers.
Another customer service practice that has propelled the Virgin Atlantic to the leading fronts is the use of tech to improve the customer experience. The Plant app is a development by the company and designed by Microsoft. The app is utilized by the crew to assist them in the delivery of an outstanding service to its customers by feeding relevant information about the passengers in the hands of the crew. The latter is able to understand the experiences the passengers had, special requirements if any as well as their personal preferences, the app make the crew make their services better for the passengers onboard.in a nutshell, the app content includes opening the flight providing aircraft information, briefs the crew and their positions as well as the safety measures (Curry and Yuhui 110). Due to this tech development, the crew does not need to carry a lot of paperwork with them since most of the important flight information is contained in the app. Their safety briefs notes are digitally stored in the PlanIt app.
Another driver of Virgin Atlantic’s success is the employees the company hires. The management notes that among the battles they fight is finding the right people with the Virgin attitude. The company is very selective hiring 1% of the total applicants. They pursue friendly, competent and committed employees whose level of service is superior (Superbrands Case Studies: Virgin Atlantic). The company appreciates that hiring friendly people in the initial step to building an exceptional brand with a proper customer service reputation like the Virgin Atlantic.in fact, Virgin Atlantic is considered a customer service company operating an airline.
The company also engages in social media with a genuine voice whereby it has employed full-time social media employees whose work is to respond to all customers concerns on Twitter despite the comments being positive or negative. Further, their planes are Wi-Fi enabled so that customers enjoy the flight experience as much as possible (Curry and Yuhui 115). The company does not use social media to pitch marketing messages only but also engages their customers with fun, helpful and genuine conversations. This makes their customers look forward to the next flight experience with Virgin Atlantic.
In conclusion, despite the Virgin Atlantic airline publicly centered on Richard Branson, the company has been a brand to reckon with in terms of improved customer experience. From the provided case scenario, despite being a comparative young international airline, Virgin Atlantic has within a short period grown into a global business unit. The airline industry has developed a series of brand values which can be attributed to the development and adoption of effective customer service provision strategies. In its focus on building successful customer experience, the company has built values which have given the organization a definite and unique personality. More so, through its appeal to consumers, the airline has established a distinct merit over its competitors in the industry, hence becoming a force to be emulated. The company has proved through customer service to be one of the prominent and forward-focused company in the modern times when the competition has been endless.
Works Cited
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Kurtulmuşoğlu, Feride Bahar, et al. "Does Gender Matter? Considering Gender of Service in the Airline Industry." Journal of Air Transport Management, vol. 70, July 2018, pp. 73-82.
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