Virgin Mobile UAE may pride ourselves on being the UAE’s first fully digital mobile brand, but what makes us truly proud is being a people-first company. After all, without people — our customers, employees, and communities — we wouldn’t be innovating, improving and delivering the products and experiences that make life simpler, better and more convenient.
Since launching in 2017, Virgin Mobile UAE has grown significantly, reflecting our ability to stay connected to what the UAE population expects from a mobile service provider. Every product and feature we’ve developed reflects our commitment to a smarter, more sustainable future.
From the Virgin Mobile UAE app, which empowers customers to manage their plans effortlessly, to eco-conscious initiatives such as our carbon offsetting feature in the app and the introduction of biodegradable SIM cards and eSIM options, we focus on creating solutions that serve both people and the planet.
Technology may help us move faster, but it’s our approach to being more ‘human’, listening, understanding and providing the right solutions that people actually need and want, that ensures we move smarter.
As we reflect on 2024, two standout initiatives showcase our growth and key takeaways as a company: our continued strides in improving our customer experience and the innovative and widely popular Superfans Campaign. Both reinforce one point: when we put people first, success naturally follows.
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Our customers are the true heroes
Now more than ever, in a time defined by artificial intelligence and the blurring of lines between the reel and the real, we must return to our roots: the human connection. Our Superfans Campaign embodied that by celebrating the loyal customers who have shaped Virgin Mobile into what it is today.
We set aside the traditional playbook of scripted ads and digital personas, turning the spotlight on real people instead. Loyal customers like Adina, Neelam and Hekmat were discovered through their genuine interactions on our social media content. Their enthusiasm stood out, and we knew they had to be the face of our campaign, the protagonists of our story.
The heart of the campaign was authenticity. Our superfans brought their vibrant personalities to the forefront, appearing on city-wide billboards and transforming everyday customers into local heroes. To make the experience even more special, our founder, Sir Richard Branson, shared a heartfelt video message, personally thanking our superfans for their loyalty. This gesture struck a deep chord with our customers.
We took it further by partnering with Virgin Radio’s Kris Fade to deliver surprise moments of joy, making the campaign even more memorable. Adding to the creative twist, we sent customised posters to influencer superfans, with their photos and a caption: “From one superfan to the other.” This small but thoughtful gesture had a big impact, as superfans shared it on social media, amplifying our message organically and building stronger connections.
The campaign reminded us of a fundamental truth: when you value your customers, they will value you in return. People connect with people, not algorithms. It’s time to move beyond impersonal marketing to build real relationships between brands and customers.
By honoring those who champion us, we wanted to make one thing clear: our customers are, and always will be, at the centre of everything we do.
Customer feedback fuels Virgin Mobile UAE’s innovation
As a brand, we can invest heavily in marketing to increase visibility, but if our customers aren’t advocating for us, the investment holds little value.
Our Net Promoter Score (NPS) speaks volumes about how we’ve met customer expectations. NPS is a simple yet powerful measure of loyalty that asks one key question: “How likely are you to recommend our brand to others?” But it represents far more than just a number. It’s an indicator of trust, satisfaction and our ability to truly listen and adapt to our customers’ needs.
In 2024, we reached a significant milestone by achieving our year-to-date NPS target and proving that meaningful, actionable changes make a real difference. We launched the “Being the Customer” initiative, where every department, including leadership, stepped into the customer’s shoes. By reviewing interactions, they identified and are understanding and helping to resolve pain points, highlighting that delivering an exceptional customer experience is everyone’s responsibility.
Calibration sessions have also become routine, when the Leadership team proactively give direct feedback to the frontline Customer Care team members, coaching, providing suggestions and solutions in real time. Our focus on speed and accessibility has dramatically improved our responsiveness. Today, 88 per cent of chats are answered within 60 seconds, while 85 per cent of cases are resolved within 48 hours.
Understanding that convenience matters now, more than ever — we re-thought our original online chat only approach and now we’ve introduced a support phone line alongside our chat feature, providing customers with another channel to connect with us.
Alongside this, our Trustpilot rating, proudly ranked as Excellent and nearing a full five stars, reflects the genuine experiences of our customers. It’s a testament to the real impact of our efforts, from delivering digital solutions to building meaningful relationships.
Together, these collective efforts reinforced a vital lesson: taking a customer-first approach is a mindset. By listening closely and acting swiftly to meet their needs, we’ve built stronger connections and earned the loyalty that continues to propel us forward.
The future Is built on people
Technology and innovation will always empower us, but our customers remain the driving force behind our growth. Our success in 2024 came down to a simple principle – how we served them and improved their lives.
Looking ahead to 2025, Virgin Mobile UAE will continue to follow this approach. Our priority will always be to listen deeply, learn from experiences and deliver solutions that seamlessly fit into our customers’ routines. Because Virgin Mobile UAE is powered by people, for people.
By Rachel Devereux, Marketing Director at Virgin Mobile UAE
