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

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  • 1. JetBlue Social MediaMorgan JohnstonCorporate
  • 2. 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
  • 3. Build the relationshipOnly then do you earn the right monetize
  • 4. How JetBlue does Social Tactical • Monitor • Engage • Inform • Humanize
  • 5. Monitor Where’s the place of greatest potential?
  • 6. Information Booth Customer Service
  • 7. Great customer service isabout doing what is right and fair for all customers
  • 8. Deliver a sustainable message:“This is what we ALL deserve.”
  • 9. Customer Service: Sharewhat every customer should be able to expect BAD PR: Share what only “popular” customers get
  • 10. How JetBlue does Social Measurement• Track and level set• Set and challenge goals• Integrate into operations
  • 11. 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
  • 12. “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
  • 13. Robust Analytics Statistical analysis = what Text analysis = why 21
  • 14. Actionable Insights for All Drives Prioritization Drives Accountability Drives Behavior 24
  • 15. Voice of the Customer – C-Level to Front-line 25
  • 16. JetBlue Social MediaMorgan JohnstonCorporate