Culture is Service… Aligning to Soar

Culture is Service…

Aligning to Soar

Founder David Neeleman created JetBlue “Bring Humanity Back to Air Travel.” Service launched on February 11, 2000

JetBlue operated 21 aircraft to18 markets.

JetBlue serves 77 destinations with more than 800 flights daily.

Fleet of 127 Airbus A320’s54 Embraer 190’s

15,000 + Crewmembers

1999

2001

Today

The JetBlue Story

Become the Americas’ favorite airline byBringing humanity back to air travel

The JetBlue Story

JD Power: Trend 2007, 2008 &

2009

Net promoter score = % promoters - % detractors

Net Promoter Score

The Process: Getting to

“Inside Out”

Net Promoters Score

Non-People RelatedPeople Related

The Process: Getting to “Inside Out”

The Solution: Launch “Culture is

Service”

The Solution: Work “Inside

Out”Educate Crewmembers (CMs) on:JetBlue’s state of serviceHow we measure our service performanceHow CMs behaviors impact the Customer ExperienceHow JetBlue’s culture plays a significant role in supporting

our CMs’ ability to deliver magnificent service

Highly experiential process designed to elicit open dialogue cross-functionally and across levelsIn-the-moment cross-functional problem solving

Role model the concept of unexpected moments for CMsRecognize the great work CMs have done over the last decade with regard to service

Inform

Engage

Inspire

CIS Summits Launched

500 Inflight Crewmembers

450 Airport Crewmembers

352 Customer Support Crewmembers

June/July 2010

November 2010

April 2011

Culture is Service Attendees

CIS Initial Results: Post 2010-2011

Summits

**Information provided courtesy of JetBlue’s Assessment, Measurement, and Evaluation Team (JBU) & THE Customer Insight Team (SSC)

2010 Summit participants scored higher NPS scores for all 2011

88% of participants reported positive change in ability to support their crews providing magnificent service (surveyed 6 months post-summit) 98% of participants reported they had “A clearer understanding how Customer Support Department contributes to the success of the organization”

Inflight

Airports

CustomerSupport

CIS Summit Follow-Up Survey

Source: JD Power – 3,432 responses from June 2010 to June 2011.

JD Power

Cross-Functional Design (Airports, Inflight, Flight Operations & Customer Support)NPS EducationLink NPS to Specific BehaviorsTracks ConceptParticipants select focus areas to customize their Summit experienceRunwaysBreak-out sessions focused on topics that directly or indirectly drive Positive Customer feedback (foundations, culture and offerings)Service SprintsIntense, cross-functional problem-solving exercise resulting in “green-lighted” solutions ready for quick implementation or as input to longer-term initiatives

CIS Year Two

Value of Promoters

$26 $7

0.2 New Customers 0.5 Customers Lost

Every 1 point increase equals$5-8 Million

+ $5-8 Million

Pilot Cabin PAs Drive NPS

Teamwork Drives Event Better NPS

Pilot and AO Working together

Key NPS Drivers

Inflight Crewmembers“Passport to Success” • Conflict Resolution• NPS Education• “WOW” Behaviors

Pilots “Leading Edge”• Captains Authority • NPS Education• “WOW” Behaviors

CIS Year Three: Spring 2012 Launch

Customer NPS

Crewmember Engagement

Scores

Applications to your Business:

• Establish Customer feedback process• Obtain and evaluate Employee feedback• Identify trends and gaps• Translate data into meaningful and actionable

information• Establish goals and a measurement system• Develop comprehensive communication – Stories!• Role Model• Celebrate, Recognize and Reward

The Results: No Finish Line