The CRM and social media lessons of Virgin Galactic
Posted by Neil Davey in Customer intelligence, Customer experience, Marketing, Social CRM, Technology on Fri, 19/02/2010 - 05:20
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- Virgin Galactic stands on the threshold of being the first business to make regular commercial flights into space.
- The seeds of Virgin Galactic were sewn during a conversation between Branson and Buzz Aldrin.
- With the advancement in material technology and in aviation, Virgin was convinced it could make more efficient space flights than NASA.
- Space has important implications for the future.
- Virgin needed a first market for its space endeavour, and it chose tourism, a market it knows well.
- Customer insight is central to the Virgin ethos.
- Virgin Galactic used 'word of web' to find out whether there was a market for space tourism and to research the market.
Virgin Galactic president Will Whitehorn discusses the company's remarkable journey - and the part that the likes of customer insight and internet marketing have played.
Virgin Galactic stands on the threshold of being the first business to make regular commercial flights into space. If all goes according to plan, the company’s first space tourists could be blasting off in the next 18 months. It represents an incredibly audacious quest, and the organisation as a whole is an amazingly bold business venture.
At the helm of Virgin Galactic is president Will Whitehorn. Whitehorn is often portrayed as Richard Branson’s righthand man at Virgin Group, and before his present position at Galactic, he was Group public relations manager and head of the Group’s public affairs department.
MyCustomer.com sat down with Whitehorn at Alterian’s recent Engaging Times Summit in London to discuss the evolution of Virgin Galactic – and the role that customer insight, digital marketing and social tools played in its journey.
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