Marketing Mole: We'll Call You - Virgin Trains

Virgin Trains Good afternoon. You're talking to (name). How can I help?

Mktg I read in the news that you're going to be offering free massages and computer games on Virgin Trains through partnerships with Lastminute.com and Nintendo. Is this true?

Virgin Trains Free massages and games? The best people you could ask are Lastminute.com. This is Virgin Trains and I don't think we can help you. Did it say on which line?

Mktg The West Coast Mainline. I was going to drive, but if I can play computer games while being massaged, then I quite fancy getting the train.

Virgin Trains I'll just try to find out for you. Please hold. (Mktg holds for three minutes.) I just spoke to my manager and we haven't been informed of this. You could go back to the website and have a look.

Mktg OK. Do you offer any on-board entertainment as things stand?

Virgin Trains We have internet access on the trains and plug sockets, but not massages.

Mktg If there's no entertainment, can you offer me a discount on my trip? I want to travel by train, but if it's not worth my while, I'll take the car.

Virgin Trains The best thing you can do is go through our website, where we offer advance tickets which are cheaper than buying them on the day. If you look on the website, you'll be able to order advance tickets.

Mktg The last time I travelled with Virgin Trains it was three hours late and I missed the start of my friend's wedding. Is there any reassurance that things are improving?

Virgin Trains If it was over two hours late, and you still have the tickets and proof of purchase, you can get a refund. I'll give you the address (gives details).

Mktg OK, thanks very much.

Virgin Trains Thanks then. Goodbye.

VERDICT

The call-handler was flummoxed by my enquiry. While it would be unreasonable to expect her to know about all the latest details, it was clear that I wanted to travel on Virgin Trains, but needed a little convincing. It felt, however, as though she couldn't wait to hang up - not the best way to get me out from behind the wheel of my car.

SCORE 5/10.

This article was first published on Marketing