I have flown Virgin Australia frequently for a number of years and one thing that strikes me about the company is their incredible consistency in doing things well. I can never recall dealing with a grumpy attendant whether on the ground or in the air; a few though could be reassigned back office roles due to not being overtly people oriented but they at least maintain courteous service. There is a consistent energy and vibrancy about the look, feel and dealings with Virgin both in person or via phone and their website is designed for the customer. Their rivals in my opinion (on the occasions I have flown with them) don’t capture the essence of this energetic and consistent culture.
I think every company would do well to emulate Virgin Australia in the aspects of creating and maintaining a culture of consistent excellence.