Are customers at the heart of your business? Here’s what that means to Virgin

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Customers at the Heart of Business

Image Source: http://www.customerattheheart.co.uk/

In a recent British Parliamentary Enquiry into the awarding of rail franchises to private companies, Richard Branson said: “Our customers are at the heart of our business”.

What does this really mean from a practical point of view to the Virgin Group? Well, as an example Virgin Mobile recently asked its Australian customers to nominate themselves to be part of a Virgin Tester Team. The successful Tester Team participants are sent the latest handset to test drive and asked them to review the phone model’s advantages and disadvantages via a two minute video. This is uploaded to Virgin’s YouTube page and the Tester’s own social media channels. Then they get to keep the handset.

This initiative is based on two bits of customer insight:

1) Online consumer reviews are the second most trusted source of product information, only behind referrals received from family and friends.

2) The growing trend on YouTube for users to upload videos of themselves , share them with friends showing the moment of newly purchased technology products.

This is an example of taking customers into the heart of your business based on customer insight and good business sense. By asking real people to review handsets openly potential customers are getting a fair and honest review by everyday people, not just the technology pros. It enables Virgin Mobile to obtain rapid and meaningful feedback from customers that it can use to continually improve the customer experience.

How can you bring customers into the heart of your operations?

Republished with author's permission from original post.

Christopher Brown
Chris Brown is the CEO of MarketCulture Strategies, the global leader in assessing the market-centricity of an organization and its degree of focus on customers, competitors and environmental conditions that impact business performance. MCS works closely with the C-Suite and other consulting groups to focus and adjust corporate vision and values around the right set of beliefs, behaviors and processes to engender more dynamic organizations, predictable growth, and customer lifetime value. In short we help leaders profit from increased customer focus.

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