Virgin Atlantic overhaul digital strategy

25th Apr 2012
Virgin Atlantic overhaul digital strategy

Leading airline Virgin Atlantic is currently underway with a renewed online digital strategy, including a revamped website, after unique insight and understanding from their bespoke research programme from eDigitalResearch suggested that they could see immediate benefits and Return on Investment (ROI).

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 at, has been instrumental in helping us measure the success of our new designs and improved customer experience”.


Derek Eccleston, Head of Research at eDigitalResearch, comments “Listening to the voice of the customer and bringing feedback into the business is an integral part for any organisation looking to grow over coming months. By using a variety of our innovative insight tools, Virgin Atlantic is ensuring that it reaches a whole range of consumers, not just those that book through the site, and allows them to tap into what all customers are saying. The long-standing relationship between eDigitalResearch and Virgin Atlantic means that our insight professionals have a real understanding of key business objectives and work closely alongside each other to provide the most comprehensive, yet cost-effective, research solutions at our disposal”.



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