Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum

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Business Development Institute

Morgan Johnston, Manager Corporate Communications and Social Media Strategist, JetBlue Airways www.bdionline.com

Business Bildung

JetBlue Social Media
Morgan Johnston
Corporate Communications

@MHJohnston
fb.me/morganjohnston

Build the relationship

Only then do you earn the
right monetize

How JetBlue does Social
Tactical
• Monitor
• Engage
• Inform
• Humanize

Monitor

Where’s the place
of greatest
potential?

Great customer service is
about doing what is right and
fair for all customers

Deliver a sustainable message:

“This is what we ALL deserve.”

Customer Service: Share
what every customer should be
able to expect

BAD PR: Share what only
“popular” customers get

How JetBlue does Social
Measurement

• Track and level set
• Set and challenge goals
• Integrate into operations

Which Represents the JetBlue
“Voice of the Customer”?

Solicited Surveys Unsolicited Emails Social Media

They all do!

19
Source: June 2010 comparison of NPS surveys, Speakup emails, Twitter traffic about JetBlue

“Listen” across many channels

20K flights /mo. Social 40K tweets /mo.
Operational
data Media
Analytics

50K emails /mo. Email Web 1-2M hits/day
Feedback feedback

50K resp /mo.
NPS
Surveys VoC Call
Center
700K calls/mo

20

Robust Analytics

Statistical analysis = what

Text analysis = why

21

Actionable Insights for All

Drives Prioritization

Drives
Accountability

Drives Behavior

24

Voice of the Customer – C-Level to Front-line

25

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