Marketing Intelligence by Iain Johnston

I like a business that challenges the norms, eschews accepted standards, and tries to set a new agenda. I really like one business in a mature market where innovation had until recently been the exception rather than the rule. Virgin Trains consistently entertain and surprise, even when the train is late, the track is blocked, the signals have failed and the wrong sort of snow is falling.

The surprise is that they have a diverse workforce and a product with critical elements of its delivery outside of their control (track/signals/floods) and yet they always seem to provide consistent service levels.

The entertainment is that their staff are, well, just plain happy all the time. Not just happy, I mean really cheerful. And capable of delivering humour in a balanced, self-deprecating way.

A recurring theme of my content for conference speeches is the problem of getting all staff in an organization even to understand the brand of their business, let alone motivating them to live and breathe it every day.

At Virgin Trains, I assume it’s a combination of hiring the right people, some very thorough training, and ongoing communication and support. I guess the thought that Sir Richard might be on the next coach probably helps too.

The result becomes a virtuous circle of good customer service – as a punter on the 0819 into Euston, because I am used to friendly service, good explanations of problems and an occasional real character to liven the day, I am predisposed to be patient and positive, even when things go wrong.