Virgin Group continues to find success across industries, from banking and telecommunications to travel and entertainment. One of the key reasons for the Virgin brand’s success is its focus on heartfelt service and fantastic experience across every area of business.
When Virgin Holidays looked at ways to better serve aspiring travellers, it realized that it could improve experiences greatly with more consistent communications throughout the customer journey. The company decided to completely transform how it talks to customers by bringing together fragmented communications and creating a seamless, end-to-end customer journey using Adobe Campaign, part of Adobe Marketing Cloud within Adobe Experience Cloud.
Results from the switch to Adobe Campaign have been amazing. Members of the customer Lifecycle team use Adobe Campaign to deliver personalized communications at every step of the customer journey. “For us, it’s really important to be true to the Virgin brand, which is all about giving good experiences to our customers,” says Saul Lopes, Customer Lifecycle Lead at Virgin Holidays. “We changed from a marketing function to an experience function within the team.”
Working with Adobe Campaign, teams are taking ownership of communications and creating campaigns that connect with customers for great results. The Ready to Travel program is an omni-channel campaign that runs across email, direct mail, SMS, and even outbound calls. The personalized communications have increased email engagement rate by 10% while increasing the amount of upsells by 11%.
Another team delivered the Save Your Spot campaign aimed at increasing in-store retail appointments. Compared to the previous year, the campaign delivered 156% more appointments due to better messaging and personalization.
“It’s very much part of the Virgin culture to encourage people to fly with their own ideas and take autonomy and ownership of their own campaigns,” says Charlotte Pink, CRM Executive at Virgin Holidays. “Innovation and technology is at the forefront of what we want to bring our customers. It allows us to react to trading needs as well as bringing our best customers better journeys.”