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Copy of Virgin Australia: Internal Communications Strategy

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by

Robyn Box

on 19 June 2013

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Transcript of Copy of Virgin Australia: Internal Communications Strategy

Goals And Objectives
Goal 1:
To raise awareness among Virgin Australia employees of the introduction of new technology and self-service systems into domestic and international terminals, and its impacts upon current employment conditions
Goal 2:
To offer comprehensive education surrounding the use of new customer- service systems in everyday operations
Goal 3:
To alter the behaviour of customer-service staff in their engagement with Virgin Australia passengers
> For 100% of Virgin Australia Customer- service staff to be actively aware of their new roles in aiding customers to use the self-service systems, and providing technical support by March 2012

> For 100% of Virgin Australia Customer-service staff to be educated in the operation of new technology systems by late March 2012
> For 100% of Virgin Australia Customer-Service staff to be aware of the launch of new technology and service systems by late November 2011, one week before an official announcement to the Australian Media
> For 100% of Virgin Australia Customer- Service staff to be aware of the impacts that the launch of new technologies will have upon their individual working conditions by late November, one week before an official announcement to the Australian Media
The Sitaution
. In line with current rebranding, Virgin Australia will be implementing a new booking and check-in service offering customers more control than ever before.
Stake Holders
Stage 1: 'Announcement'
> Hold a series of face-to-face meetings to announce a change in virgin Australia
> Release official statement from Both Virgin International CEO Richard Branson and Australian CEO John Borghetti
> Develop a range of materials to be distirbuted through established internal channels

Dealing with Redundancies
> Face-to-face announcement
> Emotional support
> HR support - survivor guilt

Stage 2: 'Staff Development and training'
> IT Department skills development
> Customer-service training days and
seminars
> Updated procedures manuals
> Development of a Virgin Australia Blog and dropbox for staff to post questions and provide feedback
Stage 3: 'Evaluation and Modification'
> Informal quarterly survey
> Formal Survey
> Potential Communications audit
Full transcript