Case Study: Virgin Atlantic achieves higher booking conversion rates and faster customer service with LivePerson

Virgin Atlantic increases service levels and booking conversion rates

Virgin Atlantic, the UK’s second-largest long-haul airline known for customer-focused innovation, faced slow, costly email support that typically took three emails and 48 hours to resolve. The airline also needed to boost online booking conversions and capture visitors who abandoned the booking funnel without increasing support costs.

Virgin Atlantic deployed LivePerson live chat across sales and service, using intelligent rules to target high‑value shoppers and offer help where users became confused, while replacing email prompts with proactive chat invitations. The result: chat conversion rates rose to 18–23% (about 3.5× higher than non-chatters), average order value for assisted customers increased by 15%+, cost per interaction fell (eight chat agents replacing 15 email agents), first-contact resolution and CSAT exceeded 80%, and the channel improved capacity during email surges and staff morale.

Virgin Atlantic

John Giddings

General Manager, Contact Centres