It may be well known but it’s a fact that can’t be repeated too often: CX determines a lot of your sales, marketing and customer retention success.  Many companies still seem to treat the area of CX with disdain — leaving a massive competitive opening for those who understand its importance.

Virgin Atlantic, which is known for its attention to CX in its in-flight services, has also turned that focus to the sales side, by incorporating LivePerson’s chat technology into its online booking system.  In the highly competitive airline industry, the time delays caused by email correspondence represent key holes which create opportunities for strong prospects to start looking at competitors.

One very simple truth exists in more commoditized businesses like airlines (and it also applies to a lot of business purchases): the successful sale is as much about ensuring the buyer gets all the key information in a timely manner as it is about having a superior offering or price.  Lag time in getting critical information can often lead to business going elsewhere — even if your solution was the ideal one for the buyer.

Understanding these types of basic truths about buyer behaviour and CX during the buying process are what has helped Virgin to turn a weakness into an extraordinary success.