For JetBlue, the customer journey begins before travelers even leave their homes. From there, it spans a range of touchpoints and experiences that present endless opportunities for things to go wrong. There’s the mobile app, the airport, boarding the plane, being on the plane, baggage claim, and even the contact center.

The challenge: Connecting the customer journey was being hampered by disconnected data for both JetBlue customers and its employees. It was really no different from any other company whether in the airline industry or not.

But with JetBlue, something was different. The company set out to actively do something to fix the problem. It came in the form of company-wide technology initiatives aimed at providing a 360-degree view of customer data.


To empower its 21,000 people to deliver a predictive and proactive customer experience across the entire journey and to continue supporting the company’s mission of humanity, of course.

Customer Engagement Pays Off

So, what can you do deliver a connected customer experience that results in measurable value for your business?

The Harvard Business Review (HBR) recently did a fascinating bit of research evaluating the impact of good (and bad) customer experiences on a company’s brand and wallet share.

Specifically, they looked at the Airline and Wireless Services industries to determine if customer service interactions, including social media posts like Tweets, had an impact on future behavior and purchases, and if so, by how much.

Not surprisingly, the study found that customer engagement is good. But what’s worth noting is how much of a difference it can make from a revenue perspective. The HBR study offers up some great data points and sound advice on how to tap into the customer engagement opportunity, including:

  1. Be Responsive – Whether helping a customer avert a nightmare or seizing a sales opportunity at just the right moment, the study found that the difference between customer delight and customer defection usually comes down to one thing: Responding. For example, in the airline industry, according to the HBR study, “On average, across all tweets and regardless of whether the customer used a negative, neutral, or positive tone, customers who received any kind of response to their tweet were willing to pay almost $9 more for a ticket on that airline in the future.”
  2. Be Fast When service happens faster, the stakes can be even higher for companies. Customers don’t like to wait for sales or service, and they’ll pay more to avoid it. In fact, according to the HBR study, responding in five minutes or less can result in a customer spending $20 more for an airline ticket or $17 more per month for wireless services. Wow!
  3. Be Personal What’s in a name? According to the HBR study, if a customer service agent responds using their name or even initials, it humanizes the interaction. This simple gesture can result in $14 more for a future flights and $3 more for a monthly wireless services plan.  

Read the complete Harvard Business Review article here.

See How JetBlue Does It

Empowering people to be responsive, fast and personal requires making data accessible at just the right time. To learn more, here’s some suggested reading on the JetBlue story for your next flight: business case study, technical case study, or on-demand webinar.