2. Our Social Goals
• Communication
• Showcase brand personality and transparency of who we are as a
company and individuals
• Communicate important information, track and face crises or issues
• Service
• 24/7 monitoring of brand mentions with 1:1 customer engagement,
real time recovery and operational outreach
• Commerce
• Drive sales and awareness for key marketing objectives
16. Customer Service: Share
what every customer should be
able to expect
BAD PR: Share what only
“popular” customers get
17.
18. How JetBlue does Social
Measurement
• Track and level set
• Set and challenge goals
• Integrate into operations
19. Which Represents the JetBlue
“Voice of the Customer”?
Solicited Surveys Unsolicited Emails Social Media
They all do!
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Source: June 2010 comparison of NPS surveys, Speakup emails, Twitter traffic about JetBlue
20. “Listen” across many channels
20K flights /mo. Social 40K tweets /mo.
Operational
data Media
Analytics
50K emails /mo. Email Web 1-2M hits/day
Feedback feedback
50K resp /mo.
NPS
Surveys VoC Call
Center
700K calls/mo
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21. Robust Analytics
Statistical analysis = what
Text analysis = why
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