The British airline operator Virgin, owned by entrepreneur Richard Branson, has won a customer service award from the Institute of Customer Service (ICS), making them the leading practitioner of customer service in the aviation industry.

Twenty-four thousand consumers were surveyed and asked questions relating to issues such as their efficiency and effectiveness in handling complaints, professionalism, and the friendliness and competency of staff. Virgin scored seventy-nine out of a possible one hundred points.

The chief executive of the airline that beat its rivals such as BA, was delighted that his company received the award:

“Virgin Atlantic took to the skies in 1984 with the passionate belief that we could revolutionise the customer experience. Winning the ICS award at the start of our 25th birthday year is testament to our ongoing commitment to this philosophy.”

This is a good example that should inspire business leaders and managers alike to continue investing in the personal development and customer service training of their staff. Many would agree that if the aviation is industry is likely to suffer during this economic downturn (since they could be argued as a ‘luxury item’), then Virgin’s commitment to customer service is only going help them ride it out.