Customer delight

Case studies

Virgin Atlantic Airways 360-degree feedback tool

When Virgin Atlantic Airways (VAA) identified new leadership capabilities to drive future success, it worked with ETS to develop a 360-degree feedback programme to make the behaviours highly visible and to develop its leaders. VAA sees clear benefits from the programme in terms of behavioural change and retention of key managers.

Three years ago, in the face of significant challenges to the airline industry, VAA launched a new set of leadership principles to drive the business forward. The new leadership model was based on a set of six principles such as ‘focusing aggressively on profit’. VAA decided to employ 360-degree feedback among the top 120 leaders as a way to create visibility for the principles and to get leaders to think about how best to use their strengths and address development needs.

The initiative is owned by Andy Cross, Head of Organisation & People Development at Virgin Atlantic, who explains:

The 360 gives every leader the opportunity to gather feedback from those they work with closest – their manager, peers, direct reports and people outside VAA. What made this successful was that it was a quick, accurate and easy-to-use system. ETS placed great importance on the simplicity of the whole thing, but behind the scenes, it’s very complex.

This key talent initiative is already delivering results. Andy identifies some key outcomes:

The programme is a very powerful starting point for leadership development activity. It has increased retention of leaders through investment in their development. There has also been a shift in focus on what leaders do – a noticeable behavioural change. Finally, it’s allowed us to focus where we invest our development spend.

ETS’ role was to design and build a 360 solution to meet the VAA process, providing advice and guidance along the way. When asked how happy he has been about the work that ETS has done, Andy replied:

Ten out of ten. Absolutely. You guys are excellent partners. Everything we wanted it to do, you could do for us. If all other businesses worked like you, life would be so much easier. There are similarities between Virgin and ETS - a real 'can do' attitude and focus on the customer's needs - regardless of who I worked with at ETS.

The 360 programme is part of a wider talent agenda that VAA plans to develop further, working with ETS.