Virgin Trains East Coast: The most tailored journey ever created. Ever.

Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

Campaign details

Agency: TMW Unlimited

A smooth and stress-free train journey; it's the stuff of dreams.

Virgin Trains East Coast wanted to utilise everything they knew about their customer to deliver a deeply personalised end-to-end experience.

Strategy

Virgin Trains had invested heavily in sophisticated technology stack to create a one-to-one experience for their customers.

At the same time, they carried out customer experience research, 68 hours of footage captured with 61 customers, which identified the major pain points for customers, such as uncertainty about tickets, understanding First Class offerings, and ensuring their reservation info was at their fingertips.

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