维珍大西洋航空正在使用ChatGPT Work帮助其团队理解航空公司复杂的客户旅程，并更快地提供更好的体验。从竞争研究到产品规划和数据分析，ChatGPT Work为员工提供了整合信息、将洞察转化为行动的新方式。
对于航空公司而言，客户旅程不仅仅限于预订航班。它还包括浏览、购买、值机、旅行、机上体验以及事后的反馈分享。每个阶段都会产生有价值的信息，而这些信息往往分散在不同的系统和报告工具中。维珍大西洋航空正在使用ChatGPT来连接这些信号，帮助团队确定工作重点。
将数周的研究缩短为数小时
在维珍大西洋航空制定新的五年战略时，其数字产品团队需要清晰了解竞争格局。传统上，评估多个竞争对手在详细客户旅程中的表现可能需要数周的人工研究。
借助ChatGPT Work，团队创建了一个结构化框架，要求其研究竞争对手的体验、追踪可用的客户旅程，并将研究结果整理成数据集以供审查。团队可以在早上开始工作，几小时后返回，开始评估和完善结果。
“作为维珍大西洋航空五年数字战略的一部分，ChatGPT Work帮助我们以更结构化、更高效的方式探索客户旅程和市场体验，”维珍大西洋航空数字产品主管Nathan Bolt表示。“它使我们的团队能够比以往更快地比较旅程模式、发现机会，并将洞察转化为产品决策。过去可能需要数周的工作现在可以加速到数小时内完成，帮助我们集中投资于能为客户带来最大差异的领域。”
这项分析帮助维珍大西洋航空识别出其数字体验表现强劲的领域、需要保护的能力，以及值得进一步投资的机会。这些发现为公司的五年计划提供了建议。
ChatGPT Work还帮助团队整合战略文档、客户洞察和数字体验数据，使这些信息在整个产品生命周期中更易于探索和应用。“ChatGPT使我们能够更快地从想法走向客户手中的实际产品，”Bolt表示。
创建客户旅程的关联视图
维珍大西洋航空的客户体验和分析团队面临另一个挑战：整合来自多个来源的数据。此前，员工必须浏览多个仪表盘工具、经过认证的工作区、许可证、用户配置文件和报告套件，才能了解旅程的不同部分。
借助ChatGPT Work和ChatGPT Sites，维珍大西洋航空正在创建安全、经过认证的仪表盘，将不同的数据集整合到一个通用界面中。跨业务的员工可以访问相关视图，更轻松地探索信息，并为自己负责的领域做出决策。
“拥有一个可定制的单一界面，能够以我们以前无法做到的方式进行控制和可视化，这对我们来说具有变革性意义，”维珍大西洋航空客户体验主管Miles King表示。
团队还使用ChatGPT创建了自定义产品规划工具。产品团队可以以符合维珍大西洋航空需求的方式管理路线图、优先级排序、字段和季度规划，而高级利益相关者则可以看到简化的高层视图。这种灵活性帮助团队减少适应僵化工具的时间，将更多时间用于交付路线图。
“ChatGPT真正加速了我们的洞察力、理解力以及做出决策的能力，这些决策最终提升了我们客人的端到端客户旅程。”
——Miles King，维珍大西洋航空客户体验主管
下一步计划
维珍大西洋航空看到了更多将ChatGPT Work融入员工日常工作的机会。Bolt已经将其用作“幕僚长”，帮助他整理日历、Slack和电子邮件中的重要事项，协助他采取行动并准备演示文稿。
“我能在同一个工作日内完成更多工作，”他表示。“我不一定需要延长工作时间，但能完成更多事情。”
随着ChatGPT Work使用范围的扩大，维珍大西洋航空将继续专注于将洞察转化为更快的决策和更好的客户体验。正如King所说，“ChatGPT帮助我发现客户需求、判断什么最重要、更快行动并交付成果。”
Virgin Atlantic is using ChatGPT Work to help its teams understand the airline’s complex customer journey and deliver better experiences faster. From competitive research to product planning and analytics, ChatGPT Work gives employees new ways to bring information together and move from insight to action.
For an airline, the customer journey extends beyond just booking a flight. It includes browsing, purchasing, checking in, traveling, the onboard experience, and sharing feedback afterward. Each stage produces valuable information, often held across different systems and reporting tools. Virgin Atlantic is using ChatGPT to connect those signals and help teams decide where to focus.
Turning weeks of research into hours
As Virgin Atlantic developed its new five-year strategy, its digital product team needed a clear view of the competitive landscape. Traditionally, assessing multiple competitors across a detailed customer journey could take weeks of manual research.
Using ChatGPT Work, the team created a structured framework and asked it to research competitor experiences, trace available customer journeys, and organize its findings into a dataset for review. The team could start the work in the morning, return a few hours later, and begin evaluating and refining the results.
“As part of Virgin Atlantic’s five-year digital strategy, ChatGPT Work has helped us explore customer journeys and market experiences in a more structured and efficient way,” says Nathan Bolt, Head of Digital Product at Virgin Atlantic. “It enables our teams to compare journey patterns, surface opportunities, and turn insight into product decisions far faster than before. What might once have taken weeks can now be accelerated into hours, helping us focus investment where it can make the biggest difference for our customers.”
The analysis helped Virgin Atlantic identify areas where its digital experience was performing strongly, capabilities it needed to protect, and opportunities that warranted further investment. Those findings informed recommendations for the company’s five-year plan.
ChatGPT Work also helps the team synthesize strategy documents, customer insights, and digital experience data, making that information easier to explore and apply throughout the product lifecycle. “ChatGPT has allowed us to go from idea to actual product in customers’ hands much faster,” Bolt says.
Creating a connected view of the customer journey
Virgin Atlantic’s customer experience and analytics teams face another challenge: bringing together data from many sources. Previously, employees had to navigate several dashboard tools, authenticated workspaces, licenses, user profiles, and report suites to understand different parts of the journey.
With ChatGPT Work and ChatGPT Sites, Virgin Atlantic is creating secure, authenticated dashboards that bring disparate datasets into a common interface. Employees across the business can access relevant views, explore information more easily, and make decisions for their own areas.
“The ability to have a single interface that is customizable, that we can control and visualize in a way that we’ve not been able to before, has been game changing for us,” says Miles King, Head of Customer Experience at Virgin Atlantic.
The team has also used ChatGPT to create custom product-planning tools. Product teams can manage roadmaps, prioritization, fields, and quarterly planning in a way that fits Virgin Atlantic’s needs, while senior stakeholders can see simplified, high-level views. This flexibility helps teams spend less time adapting their work to rigid tools and more time delivering the roadmap.
“ChatGPT has really turbocharged our insights, understanding, and the ability to make decisions that ultimately enhance the end-to-end customer journey for our guests.”
—Miles King, Head of Customer Experience at Virgin Atlantic
What’s next
Virgin Atlantic sees more opportunities to bring ChatGPT Work into employees’ day-to-day work. Bolt already uses it as a “chief of staff” to surface important items across his calendar, Slack, and email, help him take action, and prepare presentations.
“I’m able to do more within the same workday,” he says. “I’m not working longer hours necessarily, but I’m getting more done.”
As its use of ChatGPT Work expands, Virgin Atlantic will continue focusing on turning insight into faster decisions and better experiences for its customers. As King puts it, “ChatGPT helps me spot what customers need, decide what matters, act faster, and deliver.”
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