CASE APPLICATION 2 Putting Customers Second The Virgin Group has succeeded with a simple plan don't put customers first. The multinational holding company that has businesses ranging from an airline to a media company follows founder Sir Richard Branson's strategy instead put employees first. Virgin started as a mail-order record business in 1970, with its first retail location opening a year later, and soon after it added a record label. The entrepreneurial-mind- ed Branson surprised his business partners about 10 years later when he announced that he wanted to expand into the airline industry. From there, the company has con- tinued to grow, with currently more than 60 companies under the Virgin brand em- ploying more than 71,000 employees in 35 countries. Branson describes himself as customer-centric, but knows that the success of his busi- nesses depends on the people who are hired to run things. The company works to create a healthy and happy culture where employees can thrive. Their general rule is to treat the staff as you would want to be treated. The company knows that one size does not fit all, and they offer a variety of resources to their diverse staff to create a supportive work environment. The company offers flexible work options, including the option to work from home. Employees have unlimited leave and access to many programs to improve health and well-being. The bottom line is they treat their employees like adults. As a result, employees are generally more productive because they have a healthy balance between their work and their private lives. How does this help the customer? The company knows that one unsatisfied employee can create a bad experience for many customers, while happy employees will provide service with a smile. How do they know if employees are engaged and happy? Put simply, they ask. Richard Branson sets the example, taking time during flights on Virgin Airlines to walk around and talk to staff. He has also been known to personally call individuals who took the initiative to make a good customer experience even better and gather feedback from them. More formally, Virgin conducts an annual employee engagement survey to check in on job satisfaction across the company. 15-20. Why is it important for Virgin to offer a variety of resources to create a supportive work environment