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LISTENING AND ANALYZING CUSTOMER FEEDBACK TO DELIVER A SUPERIOR CUSTOMER EXPERIENCE
JETBLUE’S USE OF TEXT ANALYTICS ENABLES THE COMPANY TO MORE CLEARLY UNDERSTAND WHAT CUSTOMERS NEED, TO MAKE IMPROVEMENTS AND TO BE PROACTIVE, LEADING TO ENHANCED CUSTOMER SATISFACTION AND THE HIGHEST QUALITY OF SERVICE.
or even possible with time constraints. to be able to act on the information. JetBlue provides passengers a bit of luxury in the air. New York-based JetBlue Airways believes customer feedback is the answer to setting the company apart from the competition. The problem JetBlue faced is that it wasn’t realistic for employees to manually organize and analyze the vast amounts of customer feedback the airline receives daily. the article discusses what JetBlue has learned in using text analytics. a free and unlimited variety of snacks. Over a five-day period. these responses do not provide insight into why customers feel a certain way. Valuable information can be found within solicited feedback from JetBlue surveys. or risk ruining its reputation and loosing customers. The more valuable information is found in the unstructured data that truly explains the customer’s sentiment. Paramount to JetBlue’s success is the company’s philosophy that customers and customer satisfaction are its top priority. JetBlue received 30. today. JetBlue receives nearly 500 emails every day and more than 40. JetBlue relies on feedback directly from the source. however. for JetBlue customer satisfaction analysts to read through the overwhelming amounts of feedback. and simply did not have enough people to read them all. Finally. as well as within unsolicited feedback from emails the company receives and comments on the SpeakUp section of JetBlue’s own Web site. etc. JetBlue decided to use text analytics software to help track and analyze the company’s immense amounts of customer feedback.Striving to continually be the best in value. forums and blogs. while still offering lower fares than the larger carriers. the key to being the best is in continually improving the customer experience. The Challenge With DIRECTV and XM radio at each spacious. The company knew it had to quickly turn things around. an ice storm forced JetBlue to cancel nearly 1. blogs. 2 JetBlue believes that. JetBlue felt that it was missing the reasons behind customer satisfaction – and complaints – and needed to look at why satisfaction scores were changing. It provides a brief explanation of the technology. and then examines how JetBlue is using it. This article details the challenges that JetBlue faced. it was not costefficient. JetBlue demands the highest level of service from staff and is taking unique steps to better understand and meet customer needs.000 flights. which enabled JetBlue analysts to gain better insight into the invaluable feedback it receives from customers. as well as free wireless access at its biggest terminals and even on-board some of its planes. listening to every single customer voice is not only critical. The now-infamous February 2007 President’s Day weekend meltdown brought the problem to a point. To know how and what to improve. and why the company believed a text analytics software solution could help improve quality customer service and increase customer satisfaction. is also unstructured data. customers choose JetBlue Airways for its superior customer experience. half of which include written comments in unstructured. The feedback from customers on the SpeakUp site. JetBlue worried that it may be missing important customer loyalty sentiment within its feedback that could affect whether a customer flew with the airlines again. For JetBlue. and listening to customers is simply the best way to learn what they want. amenities such as its individual TVs and spacious leather seats are no longer enough to set them apart from the competition. service and style.000 survey responses per month. as well as on other online community forums.. While the company wanted to hear every single customer’s voice. For JetBlue. JetBlue became the poster child for mistreatment of passengers. The company began using a software solution to make the process easier. text. or freeform. JetBlue relies on feedback directly from the source. leather-upholstered seat. it’s also the only way to provide a unique flying experience that truly satisfies each individual customer. The structured feedback is easier for the company to organize.000 emails in just two days during that time. not to mention other Web sites. 3 . far more than other budget airlines. and the successes the company has experienced thus far. In order to hear the customer consistently and more importantly. how the company is now using customer feedback to drive business decisions. complimentary snooze kits. To know how and what to improve. automating the process. JetBlue can now analyze customer feedback and use the insights from this analysis to make critical business decisions and drive customer satisfaction.
in its customer service organization.The Solution Text analytics software automatically identifies facts. as well as tangible data around issues that could drive decisions about the services that JetBlue provides. JetBlue used text analytics to understand what customers expected of them and created the company’s unique and well-known Customer Bill of Rights as a result.“ Bryan Jeppsen Jetblue research analyst . ATTENSITY ENABLES US TO INTELLIGENTLY STRUCTURE. and even requires that JetBlue offer vouchers for delays. the text analytics solution that JetBlue selected automatically extracts valuable data from customer feedback to provide analysts and managers deeper insights into customer satisfaction. JetBlue is now using the software to proactively manage and analyze all unstructured customer feedback. „ATTENSITY VOICE OF THE CUSTOMER OFFERS US THE UNPRECEDENTED ABILITY TO AUTOMATICALLY EXTRACT CUSTOMER SENTIMENTS. minimizing inconvenience for the customer. and helps the company truly understand the customer better. assuring no important information is missed. It also reveals specific product and service issues. if an issue is found with the TV. to make improvements and to be proactive. JetBlue customer service analysts use the text analytics solution on a daily basis to gather insights and actions from customer feedback. reactions to marketing and public relations efforts. one element of JetBlue’s Customer Bill of Rights is specifically designed to address preventing customers from enduring undue waiting times. AND HELPS US TRULY UNDERSTAND THE CUSTOMER BETTER THAN ANYONE ELSE.. leading to enhanced customer satisfaction. Now. Not only is JetBlue now using text analytics on a daily basis. trends. Web forums. The Benefits JetBlue’s use of text analytics enables the company to more clearly understand what customers need. JetBlue can correct it immediately. the company is also currently mining the past year’s worth of feedback. and it categorizes all the information and transforms the feedback into structured data that is ready for analysis and reporting. search and integrate the data into JetBlue’s other business intelligence and decision-making systems. Unlike programs that require manual tagging. As a result. requests. opinions. They are also able to intelligently structure. the biggest issue that weekend. JetBlue is able to track complaints by the plane’s tail number. sorting. preferences and requests buried in text that they wouldn’t find any other way. The application allows the analysts to automatically uncover customer sentiments. MINING READILY AVAILABLE INFORMATION QUICKLY KEEPS US BETTER INFORMED OF OUR CUSTOMERS‘ DESIRES AND REQUESTS. Pivotal to its inception was JetBlue‘s ability to go through the tens of thousands of emails and complaints the company received in those days. Even the small details are accounted for. and even buying signals. For example. and trouble spots from the unstructured text of survey responses. addressing issues using the new system. news articles and other customer communications. classifying or other upfront effort. sentiment and loyalty. PREFERENCES AND REQUESTS WE SIMPLY WOULDN‘T FIND ANY OTHER WAY. blog entries. Calif. A highly successful pilot project with a wellknown text analytics vendor with a focused solution for voice of the customer analysis demonstrated an unparalleled ability to find key information about customer sentiment. Previously the airline was forced to depend on notes from the pilot and in-flight crew. SEARCH AND INTEGRATE THE DATA INTO OUR OTHER BUSINESS INTELLIGENCE AND DECISION-MAKING SYSTEMS. JetBlue is now using the software to proactively manage and analyze all unstructured customer feedback. allowing analysts to see which planes have the fewest problems and which have the most. to make improvements across the company. to make improvements across the company. such as the working condition of the planes’ TVs. from Attensity Corp. JetBlue is already putting the findings into action. using the Attensity text analytics solution to identify the most commonly raised issues. which wasn’t nearly as reliable. email messages. Mining readily available information quickly and efficiently keeps JetBlue better informed of customers’ desires and requests. of Palo Alto. JetBlue decided to deploy the software. Analysts simply load the raw customer feedback into the Attensity Voice of the Customer (VoC) text analytics solution. 4 Fueled by the President’s Day weekend incident.
7 .. the structured text from the company’s surveys specifies the plane’s route and tail number. and aircraft tail number. The company believes if its employees are happy. and will use the technology to better understand their needs. JetBlue is truly listening to every single customer’s voice and using the feedback to drive the business. managers at JetBlue receive reports that summarize the customer feedback. and the pilot and crew working that flight. JetBlue continues to strive to provide the best customer experience possible and is taking new and innovative steps to assure satisfaction and the highest quality of service. In line with the value the company places on customer satisfaction. and JetBlue can then use that information to track the Crewmembers on that particular flight and which seats were affected. emails. Text analytics has allowed the company to automatically categorize and analyze important information found in both the structured and unstructured text of the company’s surveys. as the company has already made changes and improvements to respond to feedback. Combining JetBlue’s structured and unstructured feedback with the use of the text analytics application provides a complete view of customer sentiment and allows the company to make the best possible decisions to improve quality and satisfaction. the Attensity software shows the flight date. The Conclusion (Success) No longer overwhelmed by massive amounts of customer feedback for analysts to struggle to interpret. and monthly analysis of customer feedback. weekly. such as forming its Customer Bill of Rights. JetBlue can then remedy the issue and perhaps give those customers free mileage vouchers to improve satisfaction and maintain loyalty. JetBlue has already found the use of text analytics in analyzing customer feedback so successful the company expects to extend its use of the Attensity solution to all of its employee feedback as well. 6 JetBlue has already found the use of text analytics in analyzing customer feedback so successful the company expects to extend its use of the Attensity solution to all of its employee feedback as well.Furthermore. JetBlue’s customers’ voices are truly being heard. providing priceless insight into customer sentiment and loyalty. on a both a larger scale. JetBlue is now able to actually use this feedback to help improve the quality of its service and continue to successfully satisfy customers. In addition to active daily. customer seat. flight number. etc. in order to keep business. day of flight. If a customer explains within the unstructured feedback that a flight attendant was rude or inattentive. such as fixing one broken TV that could deeply influence a single customer’s flight experience. This allows executives and managers to use customer feedback to inform decisions about long-term strategic activities of the company. to a more individual level. JetBlue feels employees’ voices are important too. they will provide customers with a more satisfactory experience. blogs.
with more than 500 installations worldwide.com Attensity Corporation 2465 E. More information is at www. Calif.attensity. Attensity’s corporate headquarters are in Palo Alto. Attensity’s awardwinning software is in use by more than 250 of the Global 1000 and by large government agencies to deliver powerful insights.Attensity provides business user applications that generate value from unstructured data. Bayshore Road.com/attensity www. customer support personnel and customers to interpret and manage an organization’s unstructured data to get relevant and actionable answers — fast. Ste 300 Palo Alto.attensity. and Europe. services customers from multiple offices in the U.com.com Phone: (650) 433-1700 Toll Free: (800) 721-0560 Fax: (650) 433-1799 . reduce risk exposure.S. Its comprehensive family of solutions leverages semantic analytics to enable knowledge management professionals. Attensity. CA 94303 Email: sales@attensity. enhance operational efficiency. and ensure increased customer satisfaction. © 2010 Attensity Corporation Follow us : http://twitter. business leaders.