Virgin Atlantic sharpens customer journeys with ChatGPT Work

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The airline is accelerating research, product planning, and decision-making while giving teams a connected view of the customer journey.

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.

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,