Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
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©2014 Qualtrics – Company Confidential Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring 21 May 2014
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Join us as Kyle Groff, Customer Insights Manager at JetBlue Airways, shares how the company lives up to its slogan: "You above all." You'll leave this webinar with key takeaways that will help you collect, analyze and act on customer insights in a smart, new way. As you know, the difference is often in the details. Learn what ones are often overlooked and the ones that make the biggest difference of all.
Transcript of Mastering the Customer Experience: VoC Techniques that Keep JetBlue Soaring
©2014 Qualtrics – Company Confidential
Mastering the Customer Experience:VoC Techniques that Keep JetBlue Soaring
21 May 2014
©2014 Qualtrics – Company Confidential 2
Dani WandererHead of Marketing
Qualtrics
Kyle GroffCustomer Insight Manager
JetBlue Airways
©2014 Qualtrics – Company Confidential 3
• Introduction
• The Importance of Voice of Customer (VoC)
• How to Build a Robust VoC Program
• The JetBlue Way & Real-world Examples
• Key Takeaways
• Q & A
Webinar Agenda
©2014 Qualtrics – Company Confidential 4
QualtricsThe Global Leader in VoC & Enterprise Survey Technology
Leader in Enterprise Customers
Leader in Growth and Innovation
Leader in VoC and Customer Insights
©2014 Qualtrics – Company Confidential 5
How Important is VoC?
Does Your Company Deliver a Superior
Customer Experience?
Customers
Executives
1Source: “Closing the delivery gap: How to achieve true customer-led growth.” Bain and Co. 2Source: “Net Promoter Score Linked to Customer Loyalty According to New Temkin Group Research.” Temkin
Group
Promoters Detractors0%
20%
40%
60%
80%
100%NPS Repurchase
3Source: “2014 Customer Experience Benchmarking Study” Next Generation Customer Experience
©2014 Qualtrics – Company Confidential 6
Consumer-driven World
Customer-driven World
©2014 Qualtrics – Company Confidential 7
Top 10 Ways to Use Qualtrics1. Voice of the Customer (VoC)
2. Ad-Hoc Customer Satisfaction
3. Market Research
4. Employee Engagement
5. Website Feedback
6. 360-degree Employee Feedback
7. Customer Loyalty (Net Promoter
Score)
8. Ad Testing
9. Brand Tracking Studies
10. Product Development & Concept
Testing
Mastering the Customer Experience:VoC Techniques that Keep JetBlue Soaring
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JetBlue Airways – “You Above All”
A leading carrier in: Boston, Fort Lauderdale-Hollywood, Los Angeles (Long
Beach), New York, Orlando and San Juan Carry more than 30 million customers a year 85 cities in the U.S., Caribbean and Latin America Average of 825 daily flights All seats are assigned All fares are one-way First checked bag is free
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Before We Start
VoC Channels
Social
SurveyEmail
Transactional Performance
Closing the Loop
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How do I build a robust VoC program?
What do I measure?
How do I measure it?
I have metrics, now
what?
Everything for everyone
Multiple Survey Versions
Number Dump
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How?
Map1
Develop2
Test3
Key Points• Customer journey• Identify major ‘buckets’• Consider multiple points
of view
Key Outcome • Outline of customer
journey broken into major ‘buckets’
Key Points• 3x final survey size• Bucket coverage• Card sort with multiple
judges
Key Outcome • 2x final survey size
Key Points• n = 300-400• Examine inter-
correlations & factor structure
• Revise ‘buckets’Key Outcome • 25-30 quantitative
survey questions• Text depends on
customer journey
What?
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I have metrics, now what?
Levels1
Process2
Goals3
Key Points• Identify reporting
levels• MacroMicro
Key Outcome • Outline of where
customer data flows within the org
Key Points• Root cause• Actionable insight• Leverage text to
pinpoint opportunities
Key Outcome • Detailed process
chart on how data will flow and be actioned
Key Points• Tie incentives to
customer experience• Determine level of goal
setting
Key Outcome • Linkage between key
customer metrics and organizational levels
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The JetBlue Way
NPS by City
Unique Drivers
Text Mining
City NPSJFK 72BOS 70MCO 66LGB 52FLL 34 Performance
Impa
ct Top Complaint1. Boarding
process confusing
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Key Takeaways
1. Be the voice of the customer, not the company
2. Don’t shoot from the hip (be picky, be scientific) Just because you can ask customers a question doesn’t mean you should. Just because they answer doesn’t mean it will be valuable.
3. Identify issues at the macro level, solve issues at the micro level
Create buy-in by removing excuses for action. Back up data with a robust action process
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Questions?
©2014 Qualtrics – Company Confidential 17
Why Customers Use Qualtrics for VoC
Most Powerful Platform
Enterprise-wide Scalability
Best-in-Class Security
Easiest to Use Products
Award-winning Customer Support
The Global Standard in Enterprise Survey Technology
