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Jet Blue Airways
Case Study 2 – CRMGroup 720100149 Soie Kim20100442 Yeseul Kim20100477 Hyangjeong Roh
2012. 6. 20 (Wed)
Jet Blue Background
• American low-cost airline• What special?
Not only transferring customers to the destination
But also relationship with flight attendants and cus-tomers
What is Weakness?
StartedFeb. 2000
Wanted feed-back
by customer
# of customer is too large to han-dle with traditional
CRM
They have to make new competitive advantage rather than bigger airlines
airline
Value
style
ser-vice
Value of Jet Blue
On-board Jet Blue
Roomy leather seats
36 channels of free direct TV
Most live TV available on any airline
Customer generous brand name snacks and bev-erage – Dunkin’s donuts
Shut-eye service with shut-eye kit and ‘good morning’ hot towel service
Traditional CRM
Why They Choose sCRM?
Rise ofSocial Media
CRM sCRM
Development - sCRM
Development - sCRM
Development - sCRM
Process
Set up Twitter account in spring of 2007
Monitor-ing du-ties be-came
more in-tensive
In 2009 spring, team
was or-ganized
Make Twitter more
conve-niently and di-rectly
WHY Twitter?Free & Readily available
Useful to watch reviews and test a variety of tools
Useful to expand the system
Easy and effective to co-tweet with customers
Collaboration with Google Wave
Team Organized
The Jet Blue Twitter TeamCustomer Service
CenterCorporate Office
They also have a team working on the develop-ment of our relatively new Facebook fan page
and our fan base in continually growing.
JetBlue Airways answered cus-
tomer's complaint
REAL EXAMPLE : TWITTERThey answered by hiring employees that work at home such as housewives.
U.contiental
JetBlue
Southwest
Delta
US Airways
GOL Linhas
AMR
-100 -90 -80 -70 -60 -50 -40 -30 -20 -10 0
-20.4
-21.9
-35.3
-35.6
-48.2
-52.5
-93
Change of stock price(%) in 2011
Result – Airline Returns
•Office worker: “Fun conference”, “Reward Tour”•University students: “Graduate traveling”•EX) Gold miss package: Jin Air + W hotel + TOMS shoes + Aesop baths
Providing package products for tar-geted market
•Expanding the range of point usage•Cooperating with other companies - Hyundai Card or SK telecom•Leading repurchasing with coupon, diary, and story telling
Using customer relationship management
•Using social network -blog and twitter•Using social media - direct selling channel
Communicating with customers
passionately
Jin Air (Korea Example)
• Example of Social Network Service (SNS)
Jin Air (Korea Example)
• http://www.ecommercetimes.com/rsstory/73225.html - CRM implementation
• http://health20.kr/938 - dell& CRM
• http://blog.naver.com/PostView.nhn?blogId=hwangstaa&logNo=100121327051 – Facebook and CRM
• http://blog.naver.com/PostView.nhn?blogId=hoyory&logNo=120090306958 - SCRM
• http://www.facebook.com/notes/plan2f/%EC%9D%B4%EC%A0%9C-%EA%B5%AD%EB%82%B4%EC%97%90%EC%84%9C%EB%8F%84-social-crm-%ED%88%B4%EC%9D%98-%EB%8F%84%EC%9E%85%EC%9D%B4-%ED%95%84%EC%9A%94%ED%95%98%EC%A7%80-%EC%95%8A%EC%9D%84%EA%B9%8C%EC%9A%94/442747962416053 - Internal Case of Jet Blue
• http://johnfmoore.wordpress.com/2009/12/11/jet-blue-an-airline-taking-a-distinctly-social-approach/ - Social approach of Jet Blue
• http://freesocialcrm.com/blog/2012/01/27/social-media-and-travel/ - Social media
• http://www.world-tourism-news.eu/news/jetblue-airways-introduces-go-places-application-on-facebook-R-platform/ - about jetblue
• http://blog.naver.com/PostView.nhn?blogId=nph400&logNo=147051843 – The range of stock fluctuation of some air company
• http://www.crm-reviews.com/on-jetblue-and-crm/ - CRM process
• http://www.thefreelibrary.com/JetBlue's+Sales+Team+Takes+Off+With+Salesnet%3B+JetBlue+Selects – traditional CRM of Jet Blue
Reference
Thank You!