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

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

Differentiate or die

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

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

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

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

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

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

Flying Fresh

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

OfferMetricLifecycle Fully flat bedSleeping comfort 60% ‘excellent’ in in-flight questionnaire 6 years Cabin crew readily available Pass through cabin every 10 minutes (Mystery Shopper) - Examples of Upper Class Customer Experience Standards

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

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

Guiding Principles within the Innovation

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