“Would love your feedback flight by flight since I value your judgement. I can’t have friends flying with BA!” — Sir Richard Branson
In November 2017, I, Eirik Moseng, had the privilege of discussing customer service with Richard Branson during a safari at his private Ulusaba reserve in South Africa. That fascinating discussion later inspired valuable insights into Richard Branson’s renowned customer service philosophy. It was an unforgettable experience, filled with incredible sights and inspiring conversations. One moment stood out when Richard, ever the curious and passionate entrepreneur, turned to me and asked, “Eirik, why do you fly with British Airways and not Virgin Atlantic?”
At the time, I answered honestly, “Because Virgin Atlantic’s app is just crap.” It was a blunt reply, but Richard appreciated the candour. As someone who values feedback and customer experience, Richard Branson’s approach to customer service was clear even in this informal exchange. Little did I know that this small exchange would come full circle years later.
Virgin Atlantic Booking Issue: A Customer Service Hiccup
Earlier this year, someone I know faced a frustrating issue with Virgin Atlantic’s booking system. Despite multiple attempts to secure seats through their app, website and customer service channels, the system repeatedly failed to process the reservation properly. It was a rare glitch, but one that highlighted the importance of Richard Branson’s customer service ethos.
The frustration culminated in an email exchange with Virgin Atlantic’s support team. The initial response they received was delayed and failed to resolve the issue, adding to the growing dissatisfaction.
Escalating the Issue
After months of back-and-forth with no resolution, the individual reached out to me for assistance. Understanding their frustration and recalling my past conversations with Richard about customer service, I decided to escalate the matter directly to him.
Their email to me described the core of the problem, which involved persistent technical errors and a lack of effective resolution. It became clear that intervention was needed at a higher level.
I wrote to Richard, reminding him of our conversation back at Ulusaba, and shared the details of the situation. In my email, I emphasised the impact of such glitches on customer loyalty and experience, knowing that Richard Branson’s customer service philosophy would prioritise resolving the issue.
Richard Branson’s Personal Touch in Customer Service
True to form, Richard responded quickly. Within hours, he forwarded my email to Virgin Atlantic’s senior leadership with a clear directive, stating, “I need to respond to this. Can you look into it right away?”. This exemplifies how Richard Branson’s customer service values drive swift action.
Richard also wrote back to me personally. His response reflected his hands-on leadership style and commitment to ensuring Virgin Atlantic delivers an exceptional customer experience.
On 27 February 2023, he wrote,
“As a favour for old times’ sake, I’d love you to start flying VAA, and if we ever have a problem that warrants your money back, just drop me a line, and I will get it back to you. Would love your feedback flight by flight since I value your judgement. I can’t have friends flying with BA!”
Virgin Atlantic’s Swift Action
Richard’s email mobilised the Virgin Atlantic team into action. Their VP of Customer Centres, Corneel Koster, personally investigated the issue and provided a detailed explanation of what went wrong. It turned out to be a rare technical glitch in their booking system that caused the selected seats to “drop out” after being booked.
The team quickly implemented a manual workaround to ensure the seats were held while their technical team worked on a permanent fix. They also followed up directly with the customer to provide updates and reassurance. This swift resolution was a clear example of Richard Branson’s customer service principles in action.
Why Virgin Atlantic Stands Out in Customer Experience
This experience reminded me of the importance of turning feedback into action. This is why Richard Branson’s customer service approach is a model for businesses worldwide. Whether through a conversation on safari or an email years later, Richard Branson exemplifies a leadership style that prioritises customer needs above all else.
Virgin Atlantic’s swift resolution of a rare technical glitch reinforced why they stand out in the aviation industry. Their proactive communication, willingness to admit and fix mistakes, and personal touch in addressing customer concerns show a level of care that is increasingly rare.
Reflecting on this, I have gained a deeper appreciation for Virgin Atlantic’s commitment to innovation and service. It is clear they strive to redefine the customer experience, not just meet expectations. For these reasons, and inspired by Richard’s enthusiasm, I am confident Virgin Atlantic is a choice worth reconsidering for anyone seeking a truly customer-focused airline.
