Virgin
Benefits of Our Transformation
Leveraging AI and Data Science to deliver best-in-class customer experiences and relationship management across Virgin Group.
About Virgin
Virgin is a globally recognised brand, synonymous with innovation and customer-centricity, spanning industries from travel and telecoms to finance and leisure. As digital transformation accelerated across its diverse portfolio, Virgin saw an opportunity to reimagine how it connected with customers. The goal was to leverage data and AI to anticipate customer needs, personalise engagement, and enhance satisfaction across all interactions - setting a new benchmark for customer service excellence.
Results That
Matter
45%
Customer Engagement
57%
Bookings Increase
61%
Total Transaction Value Growth
Enhanced
Personalisation & Efficiency
The Opportunity
Virgin’s challenge was to unify and modernise its approach to customer experience management across a complex, multi-brand ecosystem. Traditional marketing methods, while effective in isolation, lacked the intelligence and agility to deliver personalised experiences at scale. The opportunity lay in harnessing real-time data and AI-driven analytics to predict customer behaviours, deliver relevant offers instantly, and create a seamless experience across all Virgin services - from airlines to financial products.
Solutions Delivered
Beyond collaborated with Virgin to develop an AI-driven customer experience framework.
- Advanced Data Analytics: Deep analytics provided real-time insight into behaviour and preferences, enabling more tailored customer experiences.
AI-Driven Insights: Predictive models helped identify patterns and anticipate needs, improving service personalisation and operational decision-making.
Streamlined Operations: A unified platform connected Virgin’s diverse services, improving accessibility and consistency.
Agile Implementation: The rollout followed an agile approach, ensuring continuous improvement and rapid adaptation to customer feedback.
Results & Impact
Virgin’s data-driven approach delivered measurable and lasting commercial impact:
- 45% increase in the number of customers making transactions, driven by more relevant engagement and personalised communication.
- 57% uplift in bookings following the rollout of AI-driven targeting and advanced segmentation.
- 61% growth in total transaction value (TTV), reflecting the financial return from improved customer engagement and loyalty.
These outcomes confirmed the power of analytics and AI to strengthen customer relationships and create tangible business results across the Virgin Group.
Lesson Learned
Virgin’s transformation reinforced several key lessons in building a truly customer-led business.
- Data-Driven Decision-Making: Embedding analytics and AI into everyday decisions enables faster, more confident responses to customer needs.
- Customer-Centric Culture: Putting customers at the heart of strategy drives innovation and engagement simultaneously.
- Agility as a Competitive Edge: Agile delivery allowed Virgin to continually evolve with changing market conditions — ensuring it remained at the forefront of innovation.
Ultimately, Virgin’s success proved that when data and technology are used not just to understand customers, but to anticipate and delight them, business performance and customer loyalty rise together.
Beyond has revolutionised the way we operate at Virgin Group, delivering impactful data�driven solutions that have driven efficiency and innovation.
Michael Buffham-Wade, VP International Marketing & Loyalty, Virgin
