Virgin Atlantic: Uniting qual and quant to let Virgin Atlantic's research take wing

This article explains how Virgin Atlantic, the airline, uses a customer engagement programme to understand how people experience its service and make improvements.

Virgin Atlantic: Uniting qual and quant to let Virgin Atlantic's research take wing

ABA Market Research and Virgin Atlantic

Summary

Virgin Atlantic's (VAA's) most recent advertising campaign, 'Flying in the Face of Ordinary', showcases the unique experience customers can expect to receive when travelling with the airline. In an industry characterised by low profit margins and high fixed costs, VAA knows that customer retention is paramount and prides itself on putting customers at the heart of everything it does.

Since 2010 ABA has partnered VAA to ensure the airline delivers the optimum service experience for its customers. From the outset,...

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