JetBlue "Getting Here"

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Proposal for brand and consumer interaction.

Proposal for brand and consumer interaction.

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  • 1. The journey from door to front desk Presented by Garfield M. Harry
  • 2.
      • My name is Garfield Harry and this is not an attempt to sell a product or service. I am currently applying for work with JetBlue and wanted to submit a proposal that can support the brand, engage passengers and hopefully demonstrate my potential value to the company.
      • I am a former advertising account manager working with brands like Jaguar Cars, Mercedes-Benz and Stouffer’s Frozen foods. I have been in the airline industry for 4+ years in customer service and operations. I recently took a “early out package” from Delta Air Lines which brings me here.
      • I hope this proposal grows into a initiative or at least inspires an initiative to deepen the connection with passengers.
    10/28/11
  • 3.
      • Passenger challenges
      • Proposal overview
      • Implementation
      • Possible leveraged opportunities
      • Conclusion
      • Background
    10/28/11
  • 4.
      • Today air travel is the most convenient it has ever been, with competition among airlines and various travel sites driving an almost transparent process where the traveler can accesses reviews, compare prices, routes, select a seat and even check in at home.
      • That being said, the average traveler living in a urban center like NYC, encounters a slew of obstacles before they even arrive at a desk or check point in the airport.
      • As an air travel provider we can not “own” that portion of the process, but suppose we can empathize beyond saying “I know how this town can be.” Suppose we can provide valuable and timely mobile tips on how to navigate the confusing transportation options.
      • This proposal is about how JetBlue can develop a venue to help improve the entire travel experience from door to seat.
    10/28/11
  • 5.
      • Based on my exposure to T5 in JFK Intl, JetBlue owns the customer experience, at the terminal. However, challenges outside the terminal like traffic, baggage on the Air Train, hustlers vying to provide rides or luggage carts can be daunting.
      • Tips on how to navigate terminals exist from many sources but JetBlue can create tips customized to the JetBlue traveler providing a benefit, helping to shape this portion of the overall trip and engaging the traveler in a way that nurtures a relationship with the brand.
      • This can be accomplished by:
        • Accurately identify passenger path
        • Compile solutions based on first hand accounts
        • Encourage participation
    10/28/11
  • 6.
      • Indentify Passenger Path
      • A wealth of information is available by simply asking passengers about their experience.
      • A form with specific questions about starting point, time of day, mode of transportation, departure airport and total commute time is a good starting point.
      • Aggregate responses to reveal troubled times/areas and even possibly requesting interns to take the actual commute to verify accuracy.
      • Layout verified paths much like Google maps but with the detail and confidence that this is indeed the passenger experience.
      • When passengers see their own personal commute illustrated, it engenders trust beyond the blanket suggestions of arriving 2 to 3 hours in advance. I have personally dealt with passengers that either adhered to those times and missed flights or arrived way ahead of time and questioned why they were advised to arrive so early.
    10/28/11
  • 7.
      • Compiling Solutions
      • Post the paths in a forum either on Jetblue.com or Facebook with a suggestion box eliciting creative solutions by passengers that have found either the best times or a more efficient route. My experience in the industry has sown me that JetBlue creates brand loyalty especially by the passengers that have told me that JetBlue doesn’t… fill in the blank with whatever Delta policy they were not happy with. Whatever the reason was they did not fly JetBlue that day, the fact remains they felt like they were part of a community and it’s this feeling that will drive the “solutions bank” for this proposal.
      • JetBlue personnel should start the ball rolling with a few suggestions.
      • JetBlue.com already offers suggestions and reviews on destinations, vacation plans, hotel and car rentals. This added value can keep travelers on the site longer and start to take on the role as a travel advisor.
    10/28/11
  • 8.
      • Encourage Participation
      • By routinely acknowledging members that submit new and innovative posts, that don’t just include a shorter route but a route that may provide great views, or points of interest on the way, the value of the section increases.
      • I believe this info can grow into a robust section of it’s own on the site since the JetBlue brand tends to appeal to online and mobile users. Participation could be high and valuable to out-of-towners. I see a “Getting Here” section emerging as everyone contributes there two cents.
    10/28/11
  • 9.
      • The interactions created in this section can yield valuable data, while providing opportunities to deepen the connection with travelers.
      • Requiring participants to register for “Getting Here” info could allow JetBlue to gather email addresses for future online promotions.
      • It could create a venue for passenger acquisition as people who may not have considered JetBlue in past, log on to receive commute tips and are exposed to the brand.
      • The social network aspect of this section could provide a more insight on who the JetBlue passenger is based on online interactions.
      • By developing an accurate passenger submission commute map, new touch points can be identified to enrich the travel experience.
    10/28/11
  • 10.
      • In an age of competition, with travelers chasing the lowest fares, brand loyalty seems to be virtually non-existent. When a brand can connect with a consumer a relationship is developed that needs to be continually nurtured.
      • Providing these simple tips can demonstrate that JetBlue not only understands the challenges of its travelers but is able to engage them in a meaningful way. These are the hallmarks of a relationship which can only build on the reputation this company has developed by listening and living up to the tag line, “You above all.”
    10/28/11