Recent award success cements strong
partnership, lays foundations for program expansion beyond CX to
incorporate brand insights.
Medallia, Inc., the global leader in customer and employee
experience, and Kantar today announced that their partnership with
Virgin Atlantic has been awarded the “Best Use of Customer Insight”
accolade by the Institute of Customer Service. The award marks a
key milestone for the British airline as it now embarks on a new
phase of its Voice of the Customer (VOC) program – connecting its
Customer Experience (CX) and brand data. This will provide Virgin
Atlantic with a comprehensive view of its customers’ experiences to
inform meaningful change and strengthen the company’s brand.
Medallia and Kantar have been working in partnership with Virgin
Atlantic and Virgin Atlantic Holidays since 2018, with the
airline’s VOC program powered by Medallia Experience Cloud and
delivered by Kantar. This program captures customer feedback across
each interaction, presenting a real-time, unified view of the
customer experience across the brand’s operations.
Virgin Atlantic’s VOC program will now be combined with Kantar’s
Meaningfully Different framework to measure the value of brand
equity accumulated in the minds of the airline’s customers. When
linked with the data gathered through Medallia Experience Cloud —
which captures signals across in-person, digital and contact center
interactions — this will provide powerful and rich insights to help
inform meaningful customer change and help the airline’s brand to
grow in strength. Other features of the program include Medallia
Video, which captures video customer stories, enabling Virgin
Atlantic to identify emerging trends within its vast data sources
and put action-oriented insights at the fingertips of key
decision-makers.
“At Virgin Atlantic, we’ve been focused on building an insights
framework that leverages customer feedback on both a macro and
micro scale — motivating frontline teams while simultaneously
guiding our overarching customer strategy and where to focus
investment,” said Dale Haworth, CX Insight Analyst, Virgin
Atlantic. “The Medallia-powered VOC program is essential to
bringing customers’ voice into the heart of the business, and we
work closely with Kantar to elevate the insight from the program
into tangible actions that make a difference to our customers and
our brand every day.”
The program data enables Virgin Atlantic to confidently make
business decisions and kick off new internal improvement campaigns
— focusing on food & beverages, seats, and cabin crew — to
provide more points of differentiation from other long-haul
airlines. By combining the insights from its Medallia-powered VOC
platform with Kantar’s Meaningfully Different Framework, Virgin
Atlantic will now be able to understand how these individual
experiences affect brand perception, with the rich insights
informing change to deliver a meaningfully different experience for
customers.
“We are proud to continue working together with Virgin Atlantic
in order to further weave customer-centricity into the fabric of
the organization and deliver more personalized experiences to their
customers,” said Ben Brewer, Chief Revenue Officer at Medallia.
“Through combining its customer experience and brand insights,
Virgin Atlantic is truly prioritizing data-driven decisions and
ensuring that the Virgin Atlantic brand continues to be synonymous
with excellence.”
“Combining the power of the Medallia platform with the highly
validated, incisive lens provided by Kantar's Meaningfully
Different framework is creating a whole new wave of customer
insight, said Piers Lindsay-Taylor, Senior Client Partner at
Kantar. “Understanding how Virgin Atlantic experience and brand
'feed' and 'frame' each other is already unlocking exciting new
opportunities to further boost the brand's famous wow factor. Along
with Medallia, as a proud partner to Virgin Atlantic, we are
thrilled to use innovative thinking like this to unlock growth and
truly bring to life the brand vision of 'seeing the world
differently.’”
About Virgin Atlantic
Virgin Atlantic was founded by entrepreneur Sir Richard Branson
in 1984, with innovation and amazing customer service at its core.
In 2023, Virgin Atlantic was voted Britain’s only Global Five Star
Airline by APEX for the seventh year running in the Official
Airline Ratings. Headquartered in London, it employs more than
8,500 people worldwide, flying customers to 30 destinations across
four continents throughout the year.
Alongside shareholder and Joint Venture partner Delta Air Lines,
Virgin Atlantic operates a leading transatlantic network, with
onward connections to over 200 cities around the world. In February
2020, Air France-KLM, Delta Air Lines and Virgin Atlantic launched
an expanded Joint Venture, offering a comprehensive route network,
convenient flight schedules, competitive fares and reciprocal
frequent flyer benefits, including the ability to earn and redeem
miles across all carriers. Virgin Atlantic joined SkyTeam in March
2023 as the global airline alliance’s first and only UK member
airline, enhancing the alliance’s transatlantic network and
services to and from Heathrow and Manchester Airport.
Virgin Atlantic has been pioneering sustainability leadership
for more than 15 years, committing to Net Zero by 2050 and
continuous action that reduces environmental impact. The airline
operates one of the youngest and most fuel-efficient fleets in the
skies, with an average age under seven years. In October 2022,
Virgin Atlantic welcomed the first of 16 A330-900neos to the fleet,
continuing its transformation towards 100% next generation aircraft
by 2028. In November 2023, the airline led a consortium to deliver
the world’s first flight across the Atlantic on 100% Sustainable
Aviation Fuel (SAF), demonstrating that 100% SAF can be used safely
as a drop in fuel in existing infrastructure, engines and
airframes. The need to scale production is an industry imperative
and Virgin Atlantic is committed to radical collaboration across
the energy chain to support commercialisation ahead of 2030.
For more information visit www.virginatlantic.com or via
Facebook, Twitter and Instagram @virginatlantic.
About Medallia
Medallia is the pioneer and market leader in customer, employee,
citizen, and patient experience. As the leading enterprise
experience platform, Medallia Experience Cloud is the
mission-critical system of record that makes all other applications
customer and employee aware. The platform captures billions of
experience signals across interactions including all voice, video,
digital, IoT, social media, and corporate-messaging tools. Medallia
uses proprietary artificial intelligence and machine learning
technology to automatically reveal predictive insights that drive
powerful business actions and outcomes. Medallia customers reduce
churn, turn detractors into promoters and buyers, create
in-the-moment cross-sell and up-sell opportunities, and drive
revenue-impacting business decisions, providing clear and potent
returns on investment. For more information visit
www.medallia.com.
© 2024 Medallia, Inc. All rights reserved. Medallia®, the
Medallia logo, and the names and marks associated with Medallia’s
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property of their respective owners.
About Kantar
Kantar is the world’s leading marketing data and analytics
business and an indispensable brand partner to the world’s top
companies. We combine the most meaningful attitudinal and
behavioural data with deep expertise and advanced analytics to
uncover how people think and act. We help clients understand what
has happened and why and how to shape the marketing strategies that
shape their future. For more information, please get in touch with
press@kantar.com.
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PR Contact: Jenny Zehentner press@medallia.com