Virgin Atlantic accelerates AI transformation with Amperity

Leading enterprise customer data platform will help Virgin Atlantic leverage a data-driven strategy to deliver highly personalised customer experiences

Airline Virgin Atlantic has selected Amperity to help unify, manage, and activate its digital and transactional customer data with its AI-powered customer data platform (CDP) solution.

Virgin Atlantic looks after a vast amount of customer data generated from digital touchpoints and offline transactions throughout the customer journey. As part of its ongoing data transformation, the travel company will use Amperity’s CDP to create a personalised ecosystem, improve the digital experience, deliver personalised customer experiences and drive revenue growth.

Amperity offers a sophisticated, AI-powered platform to create unified customer profiles, harness data to help acquire new customers, deepen existing loyalty relationships, build a community, and support the best possible customer experiences across the end-to-end journey.

“When it comes to innovating for our customers, Virgin Atlantic never stands still,” commented Tom Barber, Head of Data at Virgin Atlantic. “We’re building a digital core at the heart of our business so that our customers benefit from a seamless shop, book and service experience for our flights and holidays, with an innate understanding of their preferences across the end-to-end journey. 

Amperity platform uses machine learning to create most relevant experiences for customers

Amperity's platform uses patented machine learning algorithms to deliver industry-leading identity resolution, audience segmentation, and predictive analytics which allows Virgin Atlantic to create the most relevant content and communications for each customer. 

With Amperity, brands can build a first-party data foundation to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance. Using patented AI and ML methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools.

“Today, customer data is at the heart of any ambitious organisation, especially one that aspires to make every interaction feel more like it is a one-to-one experience versus a one-to-many approach,” said Barry Padgett, CEO at Amperity. “By tapping into Amperity, the platform for customer data, Virgin Atlantic will be able to take advantage of patented identity resolution, with strict governance and activation capabilities that will make experiences even more connected and relevant."

Virgin Atlantic was founded by entrepreneur Sir Richard Branson in 1984, with innovation and amazing customer service at its core, with a purpose to ensure everyone can take on the world. In 2022, Virgin Atlantic was voted Britain’s only Global Five Star Airline by APEX for the sixth year running in the Official Airline Ratings. Headquartered in London, it employs more than 7,500 people worldwide, flying customers to 31 destinations across four continents. Virgin Atlantic recently continued its expansion in the US, launching new routes to Austin, Texas and Tampa, Florida.

“We’re excited to adopt Amperity to help us get to know our customers better than ever, supporting personalised and meaningful content and experiences at every touchpoint, with the advantage of consistent and secure first-party data and customer segmentation,” Barber adds.

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