Why Loyalty Pays for Virgin Media

How Virgin Media is putting the customer at the heart of its business decisions with the help of the Net Promoter Score discipline. 

From the moment Virgin Media was formed, the leadership team knew that it would be faced with managing significant change. The largest Virgin company, with 14,000 employees, it had been formed by the merger of ntl:Telewest and Virgin Mobile, each with its own culture, business model, identity and customer service level. In a competitive marketplace, used to aggressive customer acquisition strategies, the new company realised the importance of driving down customer churn.  

It was therefore a key early priority of the new company to make the quality of the customer experience consistently excellent throughout the business. Enhanced customer loyalty was seen as the key to achieving business success. What was needed was an effective and sustainable way to bring the companies together and get everybody focused on the customer. 

To achieve this goal, Virgin Media chose to work with Satmetrix, the Net Promoter Company, to deploy a Net Promoter programme that would enable all employees, across the company, to work together with a single focus on what matters most to the customer.  

Since rolling out the Satmetrix-enabled programme, the business has seen a dramatic 18-point rise in its operational NPS, a reduction in customer churn levels, an increase in the number of customers buying multiple services and a host of operational improvements that combine to enhance the lifetime value of a customer. By using Net Promoter, Virgin Media has achieved a significant cultural change in the organisation, rallying 14,000 employees around the need to put the customer at the heart of everything they do.

For the full article go to Customer Engagement digital magazine