Virgin looking to apply the brand’s ‘game-changing’ outlook to new customer loyalty scheme

Published on 07 March 2013 by in Latest News

Virgin customer interaction management Virgin looking to apply the brand’s ‘game changing’ outlook to new customer loyalty scheme

Virgin has hinted that it may be planning to launch its first cross-brand loyalty program in an effort to bring the company’s forward-thinking ethos into its customer interaction management activities.

The move comes as part of a business-wide initiative to refresh the brand’s commitment to boundary-breaking innovation, following the appointment of Nigel Gilbert as Key Projects Director.

Primarily, Virgin intends to unify customers across its various business sectors by implementing a cross-brand loyalty scheme for the first time. This proposed scheme will bring numerous benefits to Virgin’s consumers, allowing them to combine loyalty points on purchases from each of Virgin’s diverse range of businesses, from transport to media.

This process could result in improved customer loyalty for Virgin as it provides an incentive for a consumer using one of the brand’s services to choose from other products across the group.

More importantly though, the move will enable Virgin to combine information on customers from each of these different sources, including purchase history, personal details and logs of any previous communications with the brand. This creates a more comprehensive view of each individual, allowing Virgin to personalise communications to offer an improved level of service and offers tailored towards unique preferences.

Beyond this move, Virgin has also acted to enhance other aspects of its customer service offering recently, most notably through expansion of the brand’s social media CIM team. Virgin announced the new hires will allow the company to deal with customer queries via Twitter more efficiently and extend its social media customer service hours, avoiding unanswered enquiries.

Check back with the numero blog next week for more on the latest news in the world of customer interaction management.

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