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