7. Virgin Mobile Charter As a customer, there’s nothing more frustrating than dealing with a faceless bureaucracy or a member of staff who tows the party line. A little something extra can really go a long way to improve a their experience and their opinion of Virgin. E.g. A Virgin Trains manager took all the placemats from First class and folded them into fans for the passengers caught in an unpleasantly hot carriage when the air-conditioning failed. To add a personal touch to our customer experience: the little extras….
8. Virgin Mobile Charter Speak from the heart, not a script. Talk to people the way they prefer to be talked to – with warmth and humanity. When Virgin Money sends people letters about their financial services they recognise it’s the customer’s money, not theirs. They don’t write in jargon but as one human being to another To offer an experience that’s 100% human, treating customers with respect.
35. Consumer Segments I want everything from my mobile and I want it now My phone means I belong amongst my peers My life is a juggling act – my mobile keeps me connected I want a phone that makes me look good - even when I can’t afford it To stay ahead of the game you need the best tools New experiences, new possessions, new technologies – that’s what I want I’ll adopt new technologies if you show me a good reason I’ll carry a mobile if I need to… Pioneer Youth Mainstream Youth In-touch Organizers Mainstream Materialists Careerist Experiencers Family Phoners Basic Phoners
56. Strategic Choices for Mobile Retailers Price Volume Low High High Low Cost Strategy-Viable Low Cost Strategy- Unviable Not sustainable Premium Positioning-Viable
57. Positioning Virgin BRAND ENGAGEMENT CAN BE THE ONLY DIFFERENTIATOR OFFER SIMILAR ACROSS RETAILERS ASSORTMENT EXPECTED CONSUMER MORE EVOLVED PRICE COMPETIVENESS SHORT LIVED
58. 200 companies worldwide, employing 48 500 people, an annual Virgin Group turnover of £10.8bn/US$20.4bn … .one of the most exciting brands in the world
![An Update ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)