Winner of

Customer experience

Virgin Trains

DS16 Customer experience

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."



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