NEW GENERATION OF LOYALTY AT JETBLUE: LOYALTY 3.0

Case Study

FACTS & FIGURES: Headquarters: New York, USAFlights: > 750 daily flightsAircraft: > 160Destinations served: > 75Employees: > 12,000

COMPANY PROFILE

serving 30 million passengers a year, many of whom participatein their loyalty programme

JetBlue is customer’s favourite US airline*...J.D. Power & Associates 2013 North America Airline Satisfaction Study

NEW GENERATION OF LOYALTY AT JETBLUE: The Loyalty 3.0 Approach

Rewarding programme members formaking purchases with a partner, sharingcontent on social media, travelling andperforming other loyalty activities such asvisiting JetBlue.com with badges. Engagingmembers through quests to complete andgiving them a scope to contend with otherprogramme members.

Rewarding programme members withpoints for purchasing flights or completingtransactions with partners such asAmerican Express or Hilton Worldwide.Giving programme members a scope forburning accrued points for rewards.

Loyalty 3.0

Loyalty 2.0

Loyalty 1.0

Engagement & Social

Analytics& Recognition

Transactions

Rewarding programme members with privileges based on a tier or a segment to which they belong. Analysing customer buying patterns, determining customer value, campaign effectiveness and theimpact it has on budgets as well as ROI.

ENGAGING WITH MEMBERS THROUGH A DEDICATED MEMBER PORTAL

New portal features:• Member’s personalised interactive

travel map• Over 2,500 achievements to unlock• 4 categories of badges: sharing

on social media, purchase with a partner, travel and loyalty activities

• Social media integration

• Single Sign-On (SSO) technology• Friends• Leaderboards• Extra user stats• Sharing members’ maps as pictures

on social media• Social acquisition

ENGAGING WITH MEMBERS THROUGH A DEDICATED MEMBER PORTAL

Comarch has designed and implemented

TrueBlue Badges

ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME

Phase #1 AnalysisWe analysed the air travel market, we were looking for a solution to change the way customers use the JetBlue frequent flyer programme. 5 main areas we could improve were identified, then the design process began.

ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME

ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME

Phase #2 ConceptsWe welded all flight-worthy ideas into an operational concept. We started to build the solution that upgrades the TrueBlue customer experience with highly visual and social mechanisms.After some time it became clear that the concept of a travel map would be central to the new, gamified user experience.

ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME

Phase #3 UX/DesignIn the face of a varied customer base, we wanted to widen the horizon, so that every travelling experience with JetBlue makes for a bright and clear online adventure as well.

ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME

Newsnotification feed on recent events on the platform

Phase #4 DesignOur artists crafted TrueBlue Badges to award members for partaking in activities within the loyalty programme. We used simple, enjoyable and striking design to make users touch down with lots of fun.

BadgesThe user’s recent achievements

Collect Badgeslist of the about-to-get badges, displayed by priority

Leaderboardranks users based on their level,flights and miles 

Member Profileshows member’s progress in the form of an interactive mapMenu

linking to all badges features and other parts of the loyalty web portal

ADDING COMARCH CUSTOMER ENGAGEMENT TO THE EXISTING LOYALTY PROGRAMME

JAVA Play Framework AKKA NODE Express.js MongoDB PostgreSQL MySQL Front-end AngularJS T

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Benefits:- High Efficiency- Distributed Architecture (Scalability)- Seamlessly integrated with Comarch Loyalty Management- Social Media Integration

TechWe used the strong and durable Comarch Customer Engagement platform. On top of it we built a powerful engagement engine before letting it fly.

COMARCH LOYALTY SOLUTIONSAT JETBLUE

Loyalty 3.0

Loyalty 2.0

Loyalty 1.0

Engagement & Social

Analytics& Recognition

Transactions

Comarch Customer Engagement: • Badges• Leaderboards • Friends • Quests• Enhanced member portal• Social acquisition • Single Sign-On (SSO) • Social media analytics

Comarch Smart Analytics: • Data visualisation • Predictive models • Data warehouse • Advanced segmentation

Comarch Loyalty Management: • Business Administration – user management;

definition of accrual; redemption and points expiry rules; communication/campaigns; segmentation; elite tier and reports generation

• Contact Centre – helpdesk • Member Portal

OTHER SERVICES: Support, Hosting, Programme Management, Analytics, Creative Services

JUNE 2013 – TRUE BLUE BADGES TAKE OFF! OUR ACHIEVEMENTS IN THE FIRST 6 MONTHS:

Facts & Figures: • Over 1.3 million additional loyalty portal page views generated • Over 1.5 million Facebook impressions of branded content • Record partner over 200% new transaction activations Q2Q • Over 650,000 badges awarded • Over 100,000 active users

Benefits: • Higher traffic to the

jetblue.com website across multiple social media channels

• Greater customer engagement• Measuring online customer

engagement • Innovative and customer friendly

brand positioning • Increased conversion rate• Customer social acquisition • More advanced customer

segmentation • Identification of brand ambassadors

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COMARCH LOYALTY SOLUTIONSAT JETBLUE

Loyalty 3.0

Loyalty 2.0

Loyalty 1.0

Engagement & Social

Analytics& Recognition

Transactions

“Launching TrueBlue Badges was one of the best business decisions within the last few years. Gamification mechanisms make our users more engaged and loyal. The possibility to collect badges and pin them on fully personalised maps really hits. When the gamification programme launched in summer 2013, the time spent on the website by users, and their activities connected with JetBlue significantly increased.”

JetBlue Loyalty Team

“We are excited to deliver a rich user experience with visualised member progression through our loyalty programme. Our solution is a result of continuous effort through developing one of the most comprehensive loyalty & engagement solutions in the world. Big data analytics and social media integration with a loyalty platform allows us to create engagement mechanisms of unprecedented proportions.”

Mateusz Popiolek, Consulting Director, Comarch

Comarch UK Ltd19 Eastbourne TerracePaddingtonLondon W2 6LGPhone. +44 20 3626 0145Fax. +44 20 3626 0203e-mail: info@comarch.com

Comarch is a global supplier of IT services, one which comprehensively supports customer relationships, and optimises operational activities and business processes. The company’s in-depth knowledge of the industry is its main advantage and we pass this on to our customers in the form of integrated IT solutions.

Comarch aims to deliver innovative IT solutions to all sectors of the economy. About 4,000 experienced specialists and consultants work for our customers in America, Europe and the Middle East. We have conducted over 3,000 comprehensive implementations and these have benefited from the use of modern technologies, in-depth knowledge of market trends and a sense of responsibility. More than 60,000 customers in Poland and abroad use Comarch software and we are proud of the fact that many of our international customers consider Comarch to be an excellent example of a thriving Central European IT company that is efficiently winning global markets.

The company’s domestic and international product development strategy is supported by extensive R&D investment, the value of which amounted to more than 12% of revenue for 2012. In concentrating its efforts on spreading knowledge, Comarch organises research and development programs based on cooperation with consultants, analysts and customers. Comarch’s strategy is based on using the diversified experience and knowledge of its employees to deliver a full range of IT services from consulting and the implementation of individual solutions through to outsourcing.

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