Shaping Social Strategy for Virgin Trains: A Transformation Project

2015: As the social media expert within the digital transformation team at DXC, I was brought in to support and guide the consulting team with a clear, strategic vision for social media at Virgin Trains.

Virgin Trains was already a high-profile brand with a bold public persona — but to ensure their digital transformation was meaningful, we needed to align their social presence with their evolving customer experience. I led and hosted a series of social media workshops with key departments: digital marketing, customer service, and the in-house social media team.

These sessions were designed to:

• Define and refine their tone of voice and social personality

• Understand how frontline staff handle real-time customer interactions on social platforms

• Identify opportunities to better integrate social feedback into the broader digital customer experience

• Build a roadmap for future content, escalation processes, and cross-functional collaboration

By combining frontline insights with digital strategy, we were able to bridge the gap between tech and human interaction — helping Virgin Trains stay responsive, on-brand, and customer-centric in a fast-paced social environment.

This work laid the foundation for smarter, more confident engagement across channels and was a key part of DXC’s wider goal: transforming how Virgin Trains connected with its customers in the digital age.