Airlines are notorious for pissing people off. And unfortunately for the industry, much of what drives customer experience – the weather – is beyond anyone’s control. But some airlines, like JetBlue, inspire heartfelt customer advocacy in an industry not known for rave reviews. So how do they do it?
To learn more, we invited Jamie Perry, former VP of Marketing at JetBlue, to share how the airline leverages customer feedback to thrive and evolve – an important lesson for anyone running a business.
First Jamie shares a brief video in which a JetBlue customer named Paul Brown tells the story of his relationship with the airline in a way that reads more like a bonafide love story than a customer review. Paul actually refers to JetBlue as the “love of my life, the person that puts the wind beneath my wings.” He then goes on to describe how he and JetBlue met, over a Starbucks venti mocha that a JetBlue flight attendant hand delivered to him on the plane after Paul tweeted at JetBlue asking if his frequent flyer status (131 flights and 140,000 miles over two years!) came with Starbucks delivery.
JetBlue categorizes customer interactions into two types of touchpoints, micro and macro. Paul’s story is a perfect example of a micro touchpoint – something that allows the brand to go deep with a single customer. Macro touchpoints, on the other hand, are all about scale. Approximately 36 million people fly JetBlue each year, and JetBlue uses the massive amount of data collected on those customers to capture, analyze, and optimize universal macro touchpoints.
It’s important to note, however, that JetBlue approaches each customer interaction – whether micro or macro – with a commitment to authentic, two-way engagement and action. Whether the brand is talking to one individual or all 36 million of their guests, JetBlue has developed a solid reputation as the airline that listens (and actually cares) about its customers. This isn’t an accident. JetBlue was founded in 1999 specifically to deliver a heavily customer service-oriented travel experience. Almost two decades later, they are still delivering on this promise, and they’re using today’s social media and other tools to do it.
>JetBlue has a team of about thirty people who monitor the brand’s social media platforms 24/7/365. These are real people who engage customers in real time and in a very personal and “human” way. JetBlue’s approach is a far cry from their far less sophisticated competitors who can appear tone-deaf with stale and automated replies.