Retail TouchPoints is here at the #StellaSummit in the New York Stock Exchange in NYC, and it’s a beautiful day to learn about customer service!
Kicking off the summit is Marty St. George, SVP of Marketing and Commercial Strategy at JetBlue. To start, Marty shared some metrics from the American Customer Satisfaction Index. Not only is the postal service ahead of airlines in overall satisfaction, so is dog food and cigarettes. YEESH!
So JetBlue is faced with quite a few challenges in ensuring customers are pleased with their experiences. But Marty showed several ways the airline company is connecting and engaging consumers.
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Customer feedback is a key way for JetBlue to keep a pulse on customer satisfaction. Flight attendants share insights they collect from flyers, and social media also is important. For every negative comment JetBlue receives via social media, it receives two positive comments, “which is very good for us."
Insights are stored in a comprehensive dashboard so team members can mine feedback and deliver it to specific departments and team members.
Here are a few key tips from the presentation:
1. Speak in a human voice: Talk about what the customers care about. JetBlue had an entire ad campaign centered around its model to check consumers’ first bags for free. One TV commercial showed a cab driver trying to charge riders for putting their bags in the trunk. Get the connection? It was a fun and humorous way to stick it to competitors who charge crazy fees for bag checking.
2. Provide the best product: "Consumers don’t go on planes because they want to,” Marty explained. Leather seating, unlimited free snacks and beverages, as well as complimentary television and radio are provider to flyers. This has put JetBlue front in center as a provider of a best-in-class experience, which is a relief for both consumers and employees. He added: "We don’t want our people to have to apologize for the service they’re delivering.“
3. Focus on personalized service: From the beginning of the hiring process, JetBlue makes sure applicants understand the key principals of the company culture. This help ensures consumers have a consistently enjoyable experience.
4. Surprise and delight your customers: Live from T5 is a surprise concert series from JetBlue. The airline connects with artists who are traveling to or from NYC and get them to perform surprise concerts. No concert tickets are required….consumers simply need to be going on a flight.
Stay tuned! More #StellaSummit coverage is to come! And when in doubt, follow the @RTouchPoints team on Twitter!
