Jet Blue Airways
Case Study 2 – CRM
Group 7
20100149 Soie Kim
20100442 Yeseul Kim
20100477 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 customers
What is Weakness?
# of customer is
too large to handle
Started
Feb. 2000
Wanted
with traditional CRM
feedback
by customer
They have to make
new competitive
advantage rather
than bigger airlines
Value of Jet Blue
Value
airline
service
style
Traditional CRM
Onboard
Jet Blue
Roomy leather seats
36 channels of free direct TV
Most live TV available on any airline
Customer generous brand name snacks and beverage –
Dunkin’s donuts
Shut-eye service with shut-eye kit and ‘good morning’
hot towel service
Why They Choose sCRM?
CRM  sCRM
Development - sCRM
Development - sCRM
Development - sCRM
Process
Set up Twitter
Monitoring
In 2009 spring,
account in
duties became
team was
spring of 2007
more intensive
organized
Make Twitter
more
conveniently
and directly
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 Team
Customer Service Center
Corporate Office
They also have a team working on the development of
our relatively new Facebook fan page and our fan
base in continually growing.
JetBlue Airways
answered customer's
complaint
They answered by hiring employees that work
at home such as housewives.
Result – Airline Returns
AMR
-93
GOL Linhas
-52,5
US Airways
-48,2
-35,6
Delta
-35,3
Southwest
JetBlue
-21,9
U.contiental
-20,4
-100
-80
-60
Change of stock price(%) in 2011
-40
-20
0
Jin Air
Providing package
products for
(Korea Example)
• Office worker: “Fun conference”, “Reward Tour”
• University students: “Graduate traveling”
targeted market
• EX) Gold miss package: Jin Air + W hotel + TOMS shoes + Aesop baths
Using customer
• Expanding the range of point usage
relationship
management
Communicating
with customers
passionately
• Cooperating with other companies - Hyundai Card or SK telecom
• Leading repurchasing with coupon, diary, and story telling
• Using social network -blog and twitter
• Using social media - direct selling channel
Jin Air
(Korea Example)
• Example of Social Network Service (SNS)
Reference
•
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
Thank You!