1. Jet Blue Airways Case Study 2 – CRM Group 7 20100149 Soie Kim 20100442 Yeseul Kim 20100477 Hyangjeong Roh 2012. 6. 20 (Wed)

2. Jet Blue Background American low-cost airline What special? Not only transferring customers to the destination But also relationship with flight attendants and customers

3. What is Weakness? Started Feb. 2000 Wanted feedback by customer # of customer is too large to handle with traditional CRM They have to make new competitive advantage rather than bigger airlines

4. airline Value style service Value of Jet Blue

5. Onboard Jet Blue Roomy leather seats 36 channels of free direct TV Most live TV available on any airline Customer generous brand name snacks and beverage – Dunkin’s donuts Shut-eye service with shut-eye kit and ‘good morning’ hot towel service Traditional CRM

6. Why They Choose sCRM?

7. CRM  sCRM

8. Development - sCRM

11. Process Set up Twitter account in spring of 2007 Monitoring duties became more intensive In 2009 spring, team was organized Make Twitter more conveniently and directly WHY Twitter? Free & Readily available Useful to watch reviews and test a variety of tools Useful to expand the system Easy and effective to co-tweet with customers Collaboration with Google Wave

12. Team Organized The Jet Blue Twitter Team Customer Service CenterCorporate Office They also have a team working on the development of our relatively new Facebook fan page and our fan base in continually growing.

13. JetBlue Airways answered customer's complaint They answered by hiring employees that work at home such as housewives.

14. Result – Airline Returns

15. Office worker: “Fun conference”, “Reward Tour” University students: “Graduate traveling” EX) Gold miss package: Jin Air + W hotel + TOMS shoes + Aesop baths Providing package products for targeted market Expanding the range of point usage Cooperating with other companies - Hyundai Card or SK telecom Leading repurchasing with coupon, diary, and story telling Using customer relationship management Using social network -blog and twitter Using social media - direct selling channel Communicating with customers passionately Jin Air (Korea Example)

16. Example of Social Network Service (SNS) Jin Air (Korea Example)

17. http://www.ecommercetimes.com/rsstory/73225.html - CRM implementationhttp://www.ecommercetimes.com/rsstory/73225.html http://health20.kr/938 - dell& CRMhttp://health20.kr/938 http://blog.naver.com/PostView.nhn?blogId=hwangstaa&logNo=100121327051 – Facebook and CRMhttp://blog.naver.com/PostView.nhn?blogId=hwangstaa&logNo=100121327051 http://blog.naver.com/PostView.nhn?blogId=hoyory&logNo=120090306958 - SCRMhttp://blog.naver.com/PostView.nhn?blogId=hoyory&logNo=120090306958 http://www.facebook.com/notes/plan2f/%EC%9D%B4%EC%A0%9C-%EA%B5%AD%EB%82%B4%EC%97%90%EC%84%9 C%EB%8F%84-social-crm-%ED%88%B4%EC%9D%98-%EB%8F%84%EC%9E%85%EC%9D%B4-%ED%95%84%EC%9 A%94%ED%95%98%EC%A7%80-%EC%95%8A%EC%9D%84%EA%B9%8C%EC%9A%94/442747962416053 - Internal Case of Jet Bluehttp://www.facebook.com/notes/plan2f/%EC%9D%B4%EC%A0%9C-%EA%B5%AD%EB%82%B4%EC%97%90%EC%84%9 C%EB%8F%84-social-crm-%ED%88%B4%EC%9D%98-%EB%8F%84%EC%9E%85%EC%9D%B4-%ED%95%84%EC%9 A%94%ED%95%98%EC%A7%80-%EC%95%8A%EC%9D%84%EA%B9%8C%EC%9A%94/442747962416053 http://johnfmoore.wordpress.com/2009/12/11/jet-blue-an-airline-taking-a-distinctly-social-approach/ - Social approach of Jet Bluehttp://johnfmoore.wordpress.com/2009/12/11/jet-blue-an-airline-taking-a-distinctly-social-approach/ http://freesocialcrm.com/blog/2012/01/27/social-media-and-travel/ - Social mediahttp://freesocialcrm.com/blog/2012/01/27/social-media-and-travel/ http://www.world-tourism-news.eu/news/jetblue-airways-introduces-go-places-application-on-facebook-R-platform/ - about jetbluehttp://www.world-tourism-news.eu/news/jetblue-airways-introduces-go-places-application-on-facebook-R-platform/ http://blog.naver.com/PostView.nhn?blogId=nph400&logNo=147051843 – The range of stock fluctuation of some air companyhttp://blog.naver.com/PostView.nhn?blogId=nph400&logNo=147051843 http://www.crm-reviews.com/on-jetblue-and-crm/ - CRM processhttp://www.crm-reviews.com/on-jetblue-and-crm/ http://www.thefreelibrary.com/JetBlue's+Sales+Team+Takes+Off+With+Salesnet%3B+JetBlue+Selects – traditional CRM of Jet Bluehttp://www.thefreelibrary.com/JetBlue's+Sales+Team+Takes+Off+With+Salesnet%3B+JetBlue+Selects Reference

18. Thank You!