Vision Critical empowered JetBlue to turn brand loyalty into a renewable resource. During a recession, when buying behaviours were rapidly shifting, we launched a members-only panel of 15,000 loyal customers. The panel’s key insights and quick responses helped to redesign JetBlue’s loyalty program and continue to provide ongoing customer engagement. The results: loyalty has increased, along with ticket sales and profits.
When a recession hits the travel business, it dramatically changes buying behaviours. JetBlue needed to adapt in a hurry to keep their customers loyal. People still travel during a recession, but they make decisions that appear impulsive – like buying plane tickets at the last minute to find the best deal. “If we’re going to be the first choice when a customer buys on impulse, we need to listen in ways we never have before,” says Bryan Jeppsen, Senior Analyst of Customer Feedback for JetBlue.
A members-only panel of 15,000 that could provide timely feedback and enable the company to see their brand through the eyes of their customers. “Once the panel was assembled and tested, the speed and quality of insight was incredible,” says Jeppsen. “For instance, a senior crew member wanted to know why more people didn’t check in online. I remember her asking me how long it would take to find out. She didn’t believe me when I told her that we’d see a 30-50% response rate the next day, and up to 80% if we left it there a week. She was amazed.”
The relaunch of the TrueBlue loyalty program to give high-value, repeat customers the incentives and features they want – by their own design. Suddenly, JetBlue was empowered to protect their profits by discovering what customers love about the brand – and replicating more of it. The program helped JetBlue increase customer loyalty, leading to a record-setting year of profits in 2011. “Vision Critical gave us a forum to connect,” recalls Jeppsen. “With ongoing customer panels, we’re able to tap an incredibly rich and candid source of insight on the absolute truth of our brand.”