Virgin Atlantic sharpens customer journeys with ChatGPT Work

Virgin Atlantic is accelerating research, product planning, and decision-making by deploying ChatGPT Work across its teams. According to OpenAI, the airline utilizes the technology to understand its complex customer journey, which spans browsing, purchasing, checking in, traveling, the onboard experience, and post-flight feedback. Traditionally, assessing multiple competitors across these stages required weeks of manual research across disparate systems and reporting tools. With ChatGPT Work, the digital product team can create structured frameworks to research competitor experiences and organize findings into reviewable datasets in hours. Nathan Bolt, Head of Digital Product at Virgin Atlantic, states that the technology helps compare journey patterns, surface opportunities, and turn insights into product decisions much faster. Furthermore, Virgin Atlantic employs ChatGPT Work and ChatGPT Sites to create secure, authenticated dashboards that consolidate disparate datasets into a common interface. Miles King, Head of Customer Experience, describes this customizable single interface as game changing. Product teams have also built custom planning tools to manage roadmaps and prioritization, while individual leaders like Bolt use the technology to manage calendars, Slack, and emails to increase daily productivity without extending working hours. Virgin Atlantic plans to continue expanding its use of ChatGPT Work to support faster decisions and improved customer experiences.