Values shine through behind the scenes at Virgin

Values are behind the success of Virgin Trains and nowhere are those values more in evidence that at the Virgin Trains Talent Academy in Crewe.

North of England Excellence members were given an inside view of the academy at the latest in our series of Sharing Best Practice tours. Gaynor Stewart, Head of Training and Development, gave a guided tour of the premises while explaining the train operator’s approach to recruitment and training.

Virgin Trains has 5* accreditation under EFQM Levels of Excellence. From the outset it was clear that this is a people based business where having fun is seen as equally important as delighting customers and providing best value service.

The academy’s eclectic décor makes it feel more like a boutique hotel than a corporate training facility. There is a fascinating combination of individually designed rooms with striking and colourful interiors ranging from traditional to funky and futuristic.

Virgin’s values are driven right from the top, with boss Richard Branson very much a hands-on manager who leads by example. Gaynor explained that Virgin had core values for all staff covering feedback, challenging colleagues where appropriate, developing self and others, safety, and social responsibility. There were also additional values for customer facing staff (including brilliant customer service), management and senior management. Behaviours, competencies, and performance management were all linked to the Virgin values.

The academy houses a full carriage where staff can practise their serving skills. There is also a train driver simulator where Virgin’s staff are tested against challenging and exceptionally difficult situations. During our visit we watched as one driver dealt with a simulated cabin fire. The rigour of the training left everyone in no doubt that safety was at the heart of everything Virgin did.