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