Customer Satisfaction

CASE STUDY

CUSTOMER SATISFACTION

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation.

CASE STUDY ON JET AIRWAYS

About Jet Airways:

Jet Airways, with the acquisition of JetLite, today has a combined fleet strength of 107 aircrafts and offers customers a schedule of over 525 flights daily. 

Flights to 60 destinations span the length and breadth of India and beyond, including New York, Toronto, Brussels, London, Hong Kong, Singapore, Kuala Lumpur, Colombo, Bangkok, Kathmandu, Dhaka, Kuwait, Bahrain, Muscat, Doha and Abu Dhabi. The airline plans to extend its international operations to other cities in North America, Europe, Africa and Asia in phases with the introduction of additional wide-body aircraft into its fleet.

Case Study: In keeping with the commitment to customer service excellence

that has defined the company through the years, Jet Airways, India's premier international airline, has announced the introduction of a set of key eCommerce initiatives.

Jet Airways' keen emphasis on the adoption of the most advanced, cutting-edge technology, the airline has become the first Indian carrier ever to implement Bar-coded boarding passes (BCBP), an IATA standard solution. These BCBP can be automatically scanned at the boarding process, avoiding manual boarding and thus enabling multiple flights to be handled at a single gate. Having introduced BCBP at Singapore airport, Jet Airways plans to introduce the same at Hyderabad and Brussels airports in the near future.

In an effort to improve customer satisfaction, the airline has re-launched its website - jetairways.com - with a new look, enhanced usability and performance. The revamped website now also includes a Simplified Chinese and Traditional Chinese language site to cater to Jet Airways' Chinese speaking passengers in China and Hong Kong; as well as live Weather updates, powered by the world's leading weather provider weather.com.

Jet Airways' attractive online promotional scheme currently offers passengers who make online bookings on jetairways.com a chance to win 15 Scarlet LCD TV's from LG, 15 Blackberry Smart phones, and a Maruti DZire car as bumper prize. Winners will be selected by lucky draw.

Jet Airways has introduced an International Web Check-in facility for the convenience of its London, Hong Kong, Singapore, Kuala Lumpur, Bangkok and Brussels-bound passengers, wherein passengers holding eTickets may now check-in on the web and print their boarding passes.  The airline plans to extend this facility to its North American destinations with the receipt of the requisite security clearances.

Jet Airways' JetPrivilege members may now redeem their JPMiles online at jetairways.com in real-time, pay via credit card and print their award tickets online. Although this service is currently available on the airline's India website only, it will be opened to other country sites shortly.  JetPrivilege is India's largest and best frequent-flyer programme.

Jet Airways is also pleased to announce that with the activation of its station, Kathmandu, the airline now offers eTicketing facilities on all its flights, spanning 60 destinations in India and around the world. The airline also launched its much-awaited Infant eTicketing facility recently.

Commenting on these high-tech facilities to passengers, Mr. Sudheer Raghavan, Chief Commercial Officer, Jet Airways, said, "Jet Airways has always aimed to strive and provide its passengers with the finest possible customer experience- both in the skies and on the ground. Recognizing the power of technology to achieve this, the airline was one of the first to invest considerable resources on the same. These latest initiatives are but a few of many that have made Jet Airways one of India's most feted airlines."

Questions:

What are the ways adopted by the Jet Airways to enhance Customer Satisfaction?

Do you think creating a new website would have helped increase customer satisfaction? If yes, how?

What methods made Jet Airways take an edge over the other airlines?

Why customer satisfaction is Important? Suggest some other ideas that could have been

adopted by the Jet Airways.

Summary: Importance Of Customer Satisfaction

It’s a leading indicator of consumer repurchase intentions and loyalty

It’s a point of differentiation It reduces customer churn It increases customer lifetime value It reduces negative word of mouth It’s cheaper to retain customers than acquire

new ones

Customer Retention Strategies:

Use blogs to educate customers Use email to send special promotions Use customer satisfaction surveys to listen

THANK YOU