Latest News  

TELUS International Europe: How JetBlue keeps its (customers) cool in a crisis – Interview with JetBlue's customer commitment manager

This interview is from Issue 3 of Customers First magazine – sharing global insights on customer strategy and innovation in the travel and hospitality industry

2017-10-04 22:02:48





Grégoire Vigroux
Vice-President Marketing of TELUS International Europe


Airlines invest a lot in their aircraft, cabin product and services — but all that money has no currency with customers when things go wrong. With a brand that emphasizes a refreshing wit balanced with a laser focus on customer service, JetBlue has remained at the top of the industry.

We spoke with Laurie Meacham, customer commitment and social media manager for JetBlue, to find out what it takes to turn challenging travel experiences into opportunities for customer delight.

Q: How would JetBlue describe its brand character?
A: Our brand character is really important to us and it's something that we make clear across channels. Whether you're seeing an ad in the subway or communicating with JetBlue one-on-one on Twitter, we want that voice to have integrity and to feel like it's the same company across touch points.

Our brand values have been in place for years and include being stylish, smart, fun and witty. We want to maintain the same look and feel that we established when we started 17 years ago.

Q: How does JetBlue establish a standard tone for communication?
A: It's part of our training and the quality-control process. When we work with our team that engages with customers, be it at the counters or on the phone or through social media, we want to ensure our responses are hitting the right tone.

Our customer experience team has three words to guide them: personal, simple and helpful. If a customer has had a really bad day and they are experiencing a flight delay, or an experience that is not great, we're not going to respond to them with something that doesn't show empathy. We want to make sure that our contacts are personal and that we are really mirroring what our customers are offering us.

Q: How does JetBlue encourage free thinking and improvisation for representatives to go "off script" when unique situations arise?
A: It starts with the hiring process. We screen for voice and we look for the people who can express their individuality and uniqueness. We don't use a lot of scripts or templates for our responses and we encourage the team to be personable and to use their own creativity and humanity. This can be a bit of a challenge for some people, but others embrace it. Those are the types of people that we like to hire. We want them to be comfortable using their own voice but also to know that they are representing JetBlue. The way we refer to that is, "Be you, but be you in Blue."


Q: What special recruiting and training processes are involved in building great customer support teams?
A: We understand that we can train skills, but we can't really train personalities. We want to hire the person who can work well under pressure, who can multi-task and who has a passion for JetBlue and our brand.

Q: What's your strategy for dealing with the inevitable challenges, delays and frustrations that occur during travel?
A: We look at these kinds of complaints as a chance to showcase our humanity and our empathy with the situation that customers are going through. Air travel can have a lot of unpredictable situations. A lot of the time our customers don't necessarily care what the cause is; they care that their plans are being disrupted, and that's not fun for anybody. We really like it when we are able to turn a situation around for someone who is having a bad experience to a more pleasant one, just by listening and responding.

Q: How do you know when – and when not – to engage with customers on social platforms like Twitter?
A: A lot of our customers are using social media just as a place to vent. They're not always looking for an answer from us. [Others] want to know why a flight is delayed, or when a flight is going to depart, or what their options are if they don't want to take that flight anymore. Those are the people we can help.

[We] talk to our team constantly about smart engagement. If you have information or anything that might help the customer feel better, that's great. But if you want to tell them something they already know, and isn't going to [better] the situation, then that's not the best opportunity to engage.

There have been times when someone is waiting for a flight and was not very happy with the long delay. [We took the opportunity] to help pass the time with a few jokes and they loved that! Customers really enjoy having that sort of interaction with JetBlue. For us, it's also a lot more effective than just saying ‘we apologize for the inconvenience.'

Q: What is JetBlue's approach to automation in customer service?
A: We've adopted the idea that, when you ask questions, usually the answer can be found through self-service platforms, via our website or our app. It's easy for customers to find answers to common questions, but we make sure we're available for the seldom-asked questions, or as we call them, SAQs. These are generally when a customer understands the guidelines, but they don't understand how those guidelines apply to them personally.

Q: In what ways are staff empowered to make decisions to help relieve passenger stress?
A: Our [contact center] team has the same ability and the same level of empowerment to offer something that any other frontline personnel can offer, and our crew members have the same ability to offer something that customers would get if they called 1-800-JetBlue. We don't want there to be a big discrepancy between support channels.

For example, there was a customer who had arrived at the airport early for her flight only to find out when she got there that she would have to wait three hours [due to a storm]. She tweeted jokingly at JetBlue "give me some pizza." The [social] team took note of her name and confirmed what flight she was on and what airport she was in. They notified the airport [staff] saying, "There's a customer sitting there waiting for a three-hour delay and she mentioned pizza… just FYI."

The airport staff ended up ordering pizza for everyone on that flight—not just the one customer— because they knew that everyone had that three-hour delay. The customer was really happy. She even tweeted about it and it had a lot of engagement from her followers.

It really illustrates how we work as a team. We're all in this together!
Image source: JetBlue.com

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each month, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.

Related articles: www.telusinternational-europe.com /
www.telusinternational.com


0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
 
Your email address will not be published.
Nickname
Email
Comment
Validation Code
   
 
 
NEWS
KPMG Romania and Spherik Accelerator team up to support startups

The Romanian unit of international consultancy KPMG and Spherik Accelerator said they have launched Startup Growpad, a programme designed to support local startups.

 Read Full article »
Recruitment, retention and professional development of employees in the context of major changes in outsourcing

The Business Service Leaders Association (ABSL) organizes on May 24, 2018, at Ramada Hotel in Iasi, the conference "How HR Practices evolve in a period of major changes in outsourcing Industry". The third editi

 Read Full article »
Comdata acquires CCA International, deal should be finalized in June

After the acquisition, mid-2017, and the successful integration of B2S (now Comdata France), the Comdata group signed, yesterday, an agreement on the acquisition of CCA International, the company says.

 Read Full article »
ABSL Romania is offering 30 scholarships every year for postgraduate studies

Business Service Leaders Association Romania (ABSL) annually offers 30 scholarships in the Business Services Master program for young people wishing to pursue a career in the outsourcing industry. As a result o

 Read Full article »
Portland Trust and Ares Management LP have sold the suburban office park, Oregon Park, to Lion's Head Investments

Lion's Head Investments makes its first steps into the Romanian real-estate market and announces the acquisition of Portland Trust's and Ares Management's Oregon Park project, which consists of three class A Of

 Read Full article »
Amazon creates more than 650 new permanent jobs in Bucharest

Amazon and Amazon Web Services (AWS) today officially opened a new Corporate Office and Technology Development Centre in Bucharest and announced the creation of more than 650 permanent, technology-focused and c

 Read Full article »
Portland Trust's Oregon Park in Bucharest wins CEEQA's "Overall Building of the Year SEE"

Portland Trust, a commercial real estate developer and asset manager headquartered in Prague, announcesd that Building B at its Oregon Park office complex in the Romanian capital of Bucharest won the 2018 CEEQA

 Read Full article »
US Kellogg's opens new division at Bucharest

The US-based multinational food producer company, Kellogg's announced that it will create 50 jobs at its Bucharest centre by the end of 2018, by opening a new division at the Bucharest centre. The new positions

 Read Full article »
Techsylvania 2018 lines up powerful tech specialists at Cluj-Napoca between June 9-12

Techsylvania is the leading technology event in Eastern Europe, built to revitalize the local tech community through high-quality information delivered by worldwide experts in the IT&C industry. Engineers, deve

 Read Full article »
Accenture names Gianrodolfo Tonielli in the position of Country Managing Director in Romania

Starting May 2018, Gianrodolfo Tonielli takes over the position Country Managing Director of Accenture Romania, the company announced.

 Read Full article »
 
 
MOST READ ARTICLES
» The most appreciated companies from th...
» ROMANIAN OUTSOURCING AWARDS FOR EXCELL...
» DTZ: Office demand outside Bucharest t...
» Capgemini to open new office at Suceav...
» Molson Coors started to grow its busin...
» Romania, Europe's third and world's 13...
» Committed to growth
» Romanian software group expands to Bul...
» EXCLUSIVE: ABSL Timisoara - BPO and SS...
» Genpact's COO: Staying ahead of the cu...
 
EDITOR CHOICE
The need of the industry to stay effective and relevant

In the current context of machinery and AI helping on operational processes of a company, with extended applicability in terms of capabilities, the digital context in which professionals, organizations and busi

 Read Full article »
We meet again at OT Learning & Development on June 7th

The Second Edition of OT Learning & Development roundtable will be held on June 7, 2018 at InterContinental Hotel Bucharest. The event brings together the business services professionals to discuss and discover

 Read Full article »
The Outsourcing industry announces its winners at Romanian Outsourcing and Shared Services Awards, 2018 edition

Last night, Outsourcing Today and the Diplomat-Bucharest awarded the performance and excellence in business at the 4th edition of Romanian Outsourcing and Shared Services Awards ceremony, organized at Radisson

 Read Full article »
Ciprian Dan, Wipro BPS: The industry needs to take a more sophisticated turn

According to Ciprian Dan, Location Head at Wipro BPS, the language skills have not ceased to remain one of the competitive advantages for our market but to relate to this advantage as the sole plus is risky on

 Read Full article »
Olga Botusan, Stefanini: There is a huge need to develop particular skills for specific areas

Stefanini is a company strongly involved in the business shared industry not only for creating the demand for workforce and hiring but also for the programs developed in order to specialize the needed professio

 Read Full article »
Latest News  
 
about us | newsletter | contact | members area
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events