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

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

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Morgan Johnston, Manager Corporate Communications and Social Media Strategist, JetBlue Airways

Morgan Johnston, Manager Corporate Communications and Social Media Strategist, JetBlue Airways

www.bdionline.com

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

    • JetBlue Social MediaMorgan JohnstonCorporate Communications@MHJohnstonfb.me/morganjohnston
    • Our Social Goals• Communication • Showcase brand personality and transparency of who we are as a company and individuals • Communicate important information, track and face crises or issues• Service • 24/7 monitoring of brand mentions with 1:1 customer engagement, real time recovery and operational outreach• Commerce • Drive sales and awareness for key marketing objectives
    • Build the relationshipOnly then do you earn the right monetize
    • How JetBlue does Social Tactical • Monitor • Engage • Inform • Humanize
    • Monitor Where’s the place of greatest potential?
    • Information Booth Customer Service
    • Great customer service isabout doing what is right and fair for all customers
    • Deliver a sustainable message:“This is what we ALL deserve.”
    • Customer Service: Sharewhat 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! 19Source: 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 feedback50K 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
    • JetBlue Social MediaMorgan JohnstonCorporate Communications@MHJohnstonfb.me/morganjohnston