A smaller arm of the globally-renowned incumbent, Virgin Incentives is an online business that sells experiences, primarily as gifts and corporate rewards. In 2019, after a notable trading period and backed by a new investor, the company decided to review the employee experience to ensure that it was of a consistently high quality. Previous management of the business had taken a more hierarchical, traditional approach and within a fixed structure, which did not easily facilitate innovation, autonomy, and the full ownership of roles. The teams were focused on operating within a specific framework and were less encouraged to imagine and create the future of the business. While an annual staff survey was conducted, there was limited focus on understanding and seeking to improve staff engagement in a dynamic and timely manner.
In this case study, Danni Rush, chief customer officer, Virgin Incentives and Virgin Experience Days, outlines the undertaking to grow the business through engaged and high-performing teams, and to match employee expectations for fast-paced business growth.