Virgin Marketing 101

I just flew VirginBlue for the first time on my recent holidays. The service was friendly and efficient, the basic service was simple and fairly unremarkable (which is actually a positive, as I usually am disappointed by airline service).

But it was what happened to the family in the row ahead of me that had everyone talking and smiling.

Turns out that little Mathew was flying on his 11th birthday. The VirginBlue staff knew this and took the time to deliver him a small gift of sweets and personally wish him a Happy Birthday. He was grinning like a split watermelon.

At the end of the flight the stewardess announced Mathew’s birthday over the PA and he received a round of applause from the passengers. We all walked off smiling.

But it was Mathew’s mother who was really impressed and told everyone in earshot, including the staff, “This is so much better than Jetstar!”

Doesn’t take much does it?

VirginBlue have gained a foot hold in the Australian airline market by Zagging when everyone else was Zigging. Good service versus arrogant contempt, fun versus boring and stiff, lower rates, wishing a child Happy Birthday when most airlines wouldn’t give the time of day.

Posted by Craig on November 9th, 2008 | 2 Comments »
Posted under: Zag Theory

2 Comments »

You imply that it’s VirginBlue who are giving the good service. It’s not, it’s the INDIVIDUAL PEOPLE !!! (sorry sfor shouting, but…..)

Every step of any ‘purchase’,whether I’ve paid for it or not, I react to the environment around me. Where the environment is shared or identical, or the goods / service are indistinguishable or a commodity, the only differentiator is the PEOPLE and their attitudes..

* where do you buy your coffee ?
* where do you get your hair done ?
* which airline you prefer ?

The real question is why do VirginBlue staff go the extra mile compared to (apparently) Jet Star ?

Comment by martin.english — November 10, 2008 @ 5:15 pm
Martin

The impression I got from this experience was that VirginBlue have a process in place to identify travelers who are having a birthday or other significant event. While the staff were great, I don’t believe this was an impromptu action by an employee.

I think that VB have created a culture that encourages this sort of service. They carefully select and train staff, instill certain values and encourage that WOW reaction.

In my opinion the company deserve as much praise as the staff who performed with such class. I have traveled with their main competitor for decades and rarely had positive notable experience.

In my experience, if the company doesn’t care, the people won’t care.

Thx for the comment.

Comment by Craig Wilson — November 10, 2008 @ 7:25 pm