Virgin Trains

Part of the Virgin Group, Virgin Trains is a train operating company in the United Kingdom which operates long-distance passenger services on the West Coast Main Line from Central London to the West Midlands, North West England, North Wales and Scotland.

An increasing volume of customer emails, which has more than doubled in the last 12 months, placed significant demands on Virgin Trains customer relations team. This growth created challenges due to the demands of handling an unprecedented volume of customer correspondence which were a result of a number of factors from the company working hard to improve the customer contact channels, its ever-growing social media profile, delays and disruption to trains, often beyond the control of the company.


Virgin engaged with Celaton to deploy its inSTREAMâ„¢ platform and apply artificial Intelligence to streamline the labour intensive administrative tasks and decision making in handling customer emails.

Through the natural consequence of processing correspondence, inSTREAM has learned and is able to read, understand meaning/sentiment, categorise and recognise key information within customer emails as they are received.

Benefits Achieved

  • 85% reduction in manual effort (Cognitive efficiency) - 32 'man' hours per day, to 4
  • Scalability during surge periods without additional resource
  • Real time visibility and management of customer correspondence
  • Significant improvement in customer experience

  • "Virgin Trains openly stated that Celaton are one of the best suppliers in terms of service, insight, innovation and future proofing that they have worked with."

    Christian Clarke, Head of Customer Relations, Virgin Trains
  • "inSTREAM is now a fundamental part of our customer service process."

    Christian Clarke, Head of Customer Relations, Virgin Trains