Virgin America Misses Opportunity - Lessons Learned

I flew Virgin America last week from San Francisco to New York. I was very excited to experience what I have been reading about and awaiting for months. I'm a big fan of low cost airlines including Jet Blue and Southwest because they typically provide me the mix of flexibility and value that fits my ever-changing schedule.

I was so excited about Virgin America that I decided to fly first class. I arrived at SFO at 6:30 am, in plenty of time for my 7 am flight. Virgin's first missed opportunity was at the check-in counter (the Boarding Pass printer wasn't working so I had to proceed to the counter). I was expecting a terrific greeting with lots of enthusiasm and cheer but was greeted with, well, nothing. This was a huge lost opportunity as I am a big believer in Word of Mouth. I'll let it go.

I proceeded to seat 1c after an enthusiastic greeting by the flight attendant. Long story short is that the attendant was very pleasant, but poorly qualified. She dropped several items, was not attentive, and just provided very poor service. They failed to deliver on their promise to me.

Virgin really gets the marketing part. Anomaly, among others, have created a very cool environment, want you to feel special and believe in community as witnessed by the ability to chat with other passengers through the entertainment console (see image). Since meeting Richard Branson at the TED conference, I am a huge fan and am routing for Virgin America.

The Lesson - Marketing delivered really well but the service team dropped the ball in a big way. It's important to align marketing with delivery to ensure a positive word of mouth experience. I will say that the return trip was a very positive one - much better. Will I fly Virgin America again? Yes, as I do believe in 2nd chances. I just won't recommend them as I expected I would have - and wanted to. In fact, I saw 50 people this past weekend, and shared my experience with 20 of them, all of whom travel. Word of Mouth marketing is so powerful. Don't miss your next opportunity to shine!

Comments

[Trent Bigelow]

I only fly VA now -- I'm putting together a list of suggestions for them. The first impression (ticketing's happy staff) is the most important one. I'll keep you posted on if VA warmly receives it! Let me know if you want a copy...