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.\n\nTurning 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. Using ChatGPT Work, the team created a structured framework to research competitor experiences and organize findings into a dataset. “What might once have taken weeks can now be accelerated into hours,” says Nathan Bolt, Head of Digital Product.

The analysis helped identify areas for investment and informed recommendations for the five-year plan.\n\nCreating a connected view: Virgin Atlantic’s customer experience and analytics teams face the challenge of bringing together data from many sources. With ChatGPT Work and ChatGPT Sites, they are creating secure, authenticated dashboards that bring disparate datasets into a common interface. “The ability to have a single interface that is customizable…has been game changing,” says Miles King, Head of Customer Experience. The team has also used ChatGPT to create custom product-planning tools, helping teams spend less time adapting to rigid tools and more time delivering the roadmap.\n\nWhat’s next: Virgin Atlantic sees more opportunities to bring ChatGPT Work into day-to-day work.

Bolt already uses it as a “chief of staff” to surface important items across his calendar, Slack, and email. “I’m able to do more within the same workday,” he says. As its use expands, Virgin Atlantic will continue focusing on turning insight into faster decisions and better experiences for customers.