Jet Blue Airways

Case Study 2 – CRMGroup 720100149 Soie Kim20100442 Yeseul Kim20100477 Hyangjeong Roh

2012. 6. 20 (Wed)

Jet Blue Background

• American low-cost airline• What special?

Not only transferring customers to the destination

But also relationship with flight attendants and cus-tomers

What is Weakness?

StartedFeb. 2000

Wanted feed-back

by customer

# of customer is too large to han-dle with traditional

CRM

They have to make new competitive advantage rather than bigger airlines

airline

Value

style

ser-vice

Value of Jet Blue

On-board Jet Blue

Roomy leather seats

36 channels of free direct TV

Most live TV available on any airline

Customer generous brand name snacks and bev-erage – Dunkin’s donuts

Shut-eye service with shut-eye kit and ‘good morning’ hot towel service

Traditional CRM

Why They Choose sCRM?

Rise ofSocial Media

CRM sCRM

Development - sCRM

Development - sCRM

Development - sCRM

Process

Set up Twitter account in spring of 2007

Monitor-ing du-ties be-came

more in-tensive

In 2009 spring, team

was or-ganized

Make Twitter more

conve-niently and di-rectly

WHY Twitter?Free & Readily available

Useful to watch reviews and test a variety of tools

Useful to expand the system

Easy and effective to co-tweet with customers

Collaboration with Google Wave

Team Organized

The Jet Blue Twitter TeamCustomer Service

CenterCorporate Office

They also have a team working on the develop-ment of our relatively new Facebook fan page

and our fan base in continually growing.

JetBlue Airways answered cus-

tomer's complaint

REAL EXAMPLE : TWITTERThey answered by hiring employees that work at home such as housewives.

U.contiental

JetBlue

Southwest

Delta

US Airways

GOL Linhas

AMR

-100 -90 -80 -70 -60 -50 -40 -30 -20 -10 0

-20.4

-21.9

-35.3

-35.6

-48.2

-52.5

-93

Change of stock price(%) in 2011

Result – Airline Returns

•Office worker: “Fun conference”, “Reward Tour”•University students: “Graduate traveling”•EX) Gold miss package: Jin Air + W hotel + TOMS shoes + Aesop baths

Providing package products for tar-geted market

•Expanding the range of point usage•Cooperating with other companies - Hyundai Card or SK telecom•Leading repurchasing with coupon, diary, and story telling

Using customer relationship management

•Using social network -blog and twitter•Using social media - direct selling channel

Communicating with customers

passionately

Jin Air (Korea Example)

• Example of Social Network Service (SNS)

Jin Air (Korea Example)

• http://www.ecommercetimes.com/rsstory/73225.html - CRM implementation

• http://health20.kr/938 - dell& CRM

• http://blog.naver.com/PostView.nhn?blogId=hwangstaa&logNo=100121327051 – Facebook and CRM

• http://blog.naver.com/PostView.nhn?blogId=hoyory&logNo=120090306958 - SCRM

• http://www.facebook.com/notes/plan2f/%EC%9D%B4%EC%A0%9C-%EA%B5%AD%EB%82%B4%EC%97%90%EC%84%9C%EB%8F%84-social-crm-%ED%88%B4%EC%9D%98-%EB%8F%84%EC%9E%85%EC%9D%B4-%ED%95%84%EC%9A%94%ED%95%98%EC%A7%80-%EC%95%8A%EC%9D%84%EA%B9%8C%EC%9A%94/442747962416053 - Internal Case of Jet Blue

• http://johnfmoore.wordpress.com/2009/12/11/jet-blue-an-airline-taking-a-distinctly-social-approach/ - Social approach of Jet Blue

• http://freesocialcrm.com/blog/2012/01/27/social-media-and-travel/ - Social media

• http://www.world-tourism-news.eu/news/jetblue-airways-introduces-go-places-application-on-facebook-R-platform/ - about jetblue

• http://blog.naver.com/PostView.nhn?blogId=nph400&logNo=147051843 – The range of stock fluctuation of some air company

• http://www.crm-reviews.com/on-jetblue-and-crm/ - CRM process

• http://www.thefreelibrary.com/JetBlue's+Sales+Team+Takes+Off+With+Salesnet%3B+JetBlue+Selects – traditional CRM of Jet Blue

Reference

Thank You!