Entered by: itg Creator
Project name: The Awesometer
Virgin Trains' strategic objective was to empower front-line staff with live 'voice of the customer' sentiment data, enhancing the brand's transition to become more customer-centric. Through automation across multiple touchpoints, it collated and analysed data to create customer advocacy benchmarks and real-time scores that have shaped its business decisions and future direction.
Judges' comment: "Virgin Trains got the customer to engage with its customer experience metric in a way that filtered through to the front line in real time."