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Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring


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Join us as Kyle Groff, Customer Insights Manager at JetBlue Airways, shares how the company lives up to its slogan: "You above all." You'll leave this webinar with key takeaways that will help you collect, analyze and act on customer insights in a smart, new way.

As you know, the difference is often in the details. Learn what ones are often overlooked and the ones that make the biggest difference of all.

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Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring

  1. 1. ©2014 Qualtrics – Company Confidential Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring 21 May 2014
  2. 2. ©2014 Qualtrics – Company Confidential2 Dani Wanderer Head of Marketing Qualtrics Kyle Groff Customer Insight Manager JetBlue Airways
  3. 3. ©2014 Qualtrics – Company Confidential3 • Introduction • The Importance of Voice of Customer (VoC) • How to Build a Robust VoC Program • The JetBlue Way & Real-world Examples • Key Takeaways • Q & A Webinar Agenda
  4. 4. ©2014 Qualtrics – Company Confidential Qualtrics The Global Leader in VoC & Enterprise Survey Technology 4 Leader in Enterprise Customers Leader in Growth and Innovation Leader in VoC and Customer Insights
  5. 5. ©2014 Qualtrics – Company Confidential How Important is VoC? 5 Does Your Company Deliver a Superior Customer Experience? Customers Executives 1Source: “Closing the delivery gap: How to achieve true customer-led growth.” Bain and Co. 2Source: “Net Promoter Score Linked to Customer Loyalty According to New Temkin Group Research.” Temkin Group 0% 20% 40% 60% 80% 100% Promoters Detractors NPS Repurchase 3Source: “2014 Customer Experience Benchmarking Study” Next Generation Customer Experience
  6. 6. ©2014 Qualtrics – Company Confidential Consumer-driven World 6 Customer-driven World
  7. 7. ©2014 Qualtrics – Company Confidential7 Top 10 Ways to Use Qualtrics 1. Voice of the Customer (VoC) 2. Ad-Hoc Customer Satisfaction 3. Market Research 4. Employee Engagement 5. Website Feedback 6. 360-degree Employee Feedback 7. Customer Loyalty (Net Promoter Score) 8. Ad Testing 9. Brand Tracking Studies 10. Product Development & Concept Testing
  8. 8. Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
  9. 9. 9 JetBlue Airways – “You Above All” A leading carrier in:  Boston, Fort Lauderdale-Hollywood, Los Angeles (Long Beach), New York, Orlando and San Juan  Carry more than 30 million customers a year  85 cities in the U.S., Caribbean and Latin America  Average of 825 daily flights  All seats are assigned  All fares are one-way  First checked bag is free
  10. 10. 10 Before We Start VoC Channels Social Survey Email Transactional Performance Closing the Loop
  11. 11. 11 How do I build a robust VoC program? What do I measure? How do I measure it? I have metrics, now what? Everything for everyone Multiple Survey Versions Number Dump
  12. 12. 12 How? Map 1 Develop 2 Test 3 Key Points • Customer journey • Identify major ‘buckets’ • Consider multiple points of view Key Outcome • Outline of customer journey broken into major ‘buckets’ Key Points • 3x final survey size • Bucket coverage • Card sort with multiple judges Key Outcome • 2x final survey size Key Points • n = 300-400 • Examine inter- correlations & factor structure • Revise ‘buckets’ Key Outcome • 25-30 quantitative survey questions • Text depends on customer journey What?
  13. 13. 13 I have metrics, now what? Levels 1 Process 2 Goals 3 Key Points • Identify reporting levels • MacroMicro Key Outcome • Outline of where customer data flows within the org Key Points • Root cause • Actionable insight • Leverage text to pinpoint opportunities Key Outcome • Detailed process chart on how data will flow and be actioned Key Points • Tie incentives to customer experience • Determine level of goal setting Key Outcome • Linkage between key customer metrics and organizational levels
  14. 14. 14 The JetBlue Way NPS by City Unique Drivers Text Mining City NPS JFK 72 BOS 70 MCO 66 LGB 52 FLL 34 Performance Impact Top Complaint 1. Boarding process confusing
  15. 15. 15 Key Takeaways 1. Be the voice of the customer, not the company 2. Don’t shoot from the hip (be picky, be scientific)  Just because you can ask customers a question doesn’t mean you should.  Just because they answer doesn’t mean it will be valuable. 3. Identify issues at the macro level, solve issues at the micro level  Create buy-in by removing excuses for action.  Back up data with a robust action process
  16. 16. 1616 Questions?
  17. 17. ©2014 Qualtrics – Company Confidential Why Customers Use Qualtrics for VoC 17 Most Powerful Platform Enterprise-wide Scalability Best-in-Class Security Easiest to Use Products Award-winning Customer Support The Global Standard in Enterprise Survey Technology