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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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©2014 Qualtrics – Company Confidential 2
Dani WandererHead of Marketing
Qualtrics
Kyle GroffCustomer Insight Manager
JetBlue Airways
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©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
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©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
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©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
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©2014 Qualtrics – Company Confidential 6
Consumer-driven World
Customer-driven World
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©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
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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?
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©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