It is not often that a business comes along that innovates so effectively that it changes our expectation of a product or service. My experience on Virgin America has done just that. I have always read stories about Richard Branson and his free spirit thinking, but I had never used a product or service from one of his companies. I’ve flown all over the world on countless airlines and in all different cabin classes. In terms of airline travel, America is notorious for having the worst airlines. Old planes, poor service, stingy fees, etc. Virgin’s planes sport a trendy cabin that doesn’t make your time with them as uncomfortable as the line at the DMV. Each seat, regardless of the class of service, has an individual large tv and a standard electrical plug. I am still amazed that in 2013 airlines still operate planes that do not have electrical plugs – which is a feature that has been available on international planes for 20 years. Virgin’s planes all have dim ‘mood’ lighting, which are easier on the eyes and claim to make you more rested upon arrival.
Virgin has completely transformed the airplane experience. All of their planes have WIFI. Their food and beverage service is on demand, so you are not stuck waiting for that cart to be pushed down the aisle. I have noticed that their flight attendants are always substantially more friendly than other airlines. When I struck up a conversation with one flight attendant, she told me that aside from normal airline safety training, they went through ‘Virgin’ training, focused specifically on customer service and how NOT to be like the other airlines.
What has really impressed me about Virgin the most is the consistency. Every single plane is the same. The flight attendants are ALWAYS nice. Imagine if you go to get your hair cut and the first time they do a fantastic job but upon returning for a second hair cut they butcher your hair. Not knowing what to expect is a feeling that will drive away brand loyalty. Will my US Airways flight have internet? Maybe.. Will it be one of the random America West planes they still use from the ten years ago and have not found the time to even change their logo on the door? Maybe..
Branson has taken his personal thoughts of how things SHOULD be done and integrated them into his business. Traveling should be a fun experience, and he has made it just that. He’s even incorporated humor and sarcasm into their signage.
A business is driven from the top down. The brand identity is something that an organization has to live and breathe, and it is something that is driven by the visionary of the business. You should never be afraid to do something differently because its never been done before or because your competitors all do it a certain way. If the employees of a company are not living and breathing that company, it will be reflected in your product or service. If you are customer service oriented, show it, don’t just put it on a piece of a paper and tell your employees that it is one of your core values. Branson has made flying a fun experience from head to toe, which is why I will be a Virgin (customer) for life!
-Mike