BY :ZULFADLI OTHMAN MESNAN SUPA’AD NAJMINA MD ISA
MOTTO : “TO BRING HUMANITY BACK TO AIR TRAVEL” JetBlue was incorporated in Delaware (August 1998) Founded by David Neeleman in February 1999 under the name “NewAir”. Southwest’s approach : low-cost travel, in- flight entertainment, TV on every seat & satellite radio.
ROUTE OPPORTURNITIES JetBlue make record profit with new additional route opportunities2004-N Y City to Dominican Republic, Bahamas2005- NY City to JFK- Boston ‘s Logan Airport2006- NY City to Westchester, Bermuda Aruba
SOC- System Operations Centre Comprised of 5 teams (Maintenance Control, System Control, Crew Services & BlueWatch-security) By fostering an environment that puts crewmembers first had bring them problems:- Bad customer services Disgruntled employees Other problems:- Main competitors Culture shift Outdated processes
Cont… Organizational Changes Turnover in leadership Expansion into international markets Increased no. of departures Introduction of a new fleet type External Pressures Bankruptcy Increased fuel prices Increasing number of low-cost carrier
Partnership between SOC and OD team OD team Denison Consulting, LLC JetBlue University (airline’s centralized learning group) Denison Consulting LLC founded by Daniel R. Denison, PhD & William S. Neale M.A Headquartered in Ann Arbor, Michigan, San Diego, Shanghai and Zurich. Developed a research-based model and tools to improve organizational performance by improving corporate culture and leadership.
OD consultant met regularly with SOC leadership team to educate about role of leadership and develop strategies. “Walk the talk” in order to capture the hearts & minds of crewmembers and bring credibility to the effort. Weekly action planning meeting. “Roundtable” to get frontline crewmembers – real- involved in the charge process. The Directors took turn facilitating the meeting, symbolizing their buy-in and commitment to the initiative.
After the weekly sessions, action planscreated based on 5 KEY THEMES1. Goals and Objectives2. Crewmember Development3. Customer Focus4. Willingness to Change5. Guidelines
Created a positive atmosphere in the working meeting Met the needs of the SOC crewmembers Follow-up with Denison Survey - 6 month after the launch of the project. DOCCMS allows organizations to monitor progress using 4 indexes. ADAPTABILITY MISSION CONSISTENCY INVOLVEMENT
JetBlue plans to continue their work with DOCCMS. Use the survey annually to assess strengths & weaknesses. OD consultant set the foundation Delegating key tasks to stakeholders Having clear sponsorship Accountable leaders Creating high performing culture Possibility of late-arriving aircraft is avoided because the SOC communicate to each other efficient, effective manner.