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The JetBlue-Alchemer Mobile Success Story

JetBlue was founded in 2000 on the mission of bringing humanity back to air travel. The sixth largest airline in the U.S., JetBlue caters to 42 million customers across more than 100 destinations and is proud to Inspire Humanity through its distinctive product, culture, and award-winning customer service.

Learn how the product team at JetBlue uses customer feedback to inform their product roadmap and drive revenue after they started using Alchemer Mobile (formerly Apptentive) in 2017.
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INDUSTRY

Travel & Hospitality

Business Size

210.2K Monthly Downloads

BUSINESS TYPE

Airline

USE CASES

Product Roadmap, Customer Acquisition, Brand Reputation, Ratings and Reviews

Alchemer Mobile helped JetBlue:

Hear from 25% of their mobile customers

Drive over 80k new app version downloads

Avoid a dip in revenue when their experience was disrupted

Challenge

Before Alchemer Mobile, JetBlue’s product roadmap approach was siloed. They set macro product goals without holistically listening to the voice of the customer or addressing smaller issues.

JetBlue’s main goal in adopting Alchemer Mobile was to have a platform that allowed them to put the entire customer voice in one channel. They needed to gain a better understanding of what their customers felt about their mobile experience. Once the data was gathered, the team wanted to identify areas for improvement and build a product strategy around them.

Solution

One of the first things JetBlue did after adopting Alchemer Mobile was to gather mobile customer feedback to better understand the in-app booking experience. They first targeted people at specific moments – such as 24-hours after a booking – using a Note, which then asked them to opt-in to a survey where they could ask more detailed and specific questions.

By prompting feedback at a specific moment from a targeted cohort, they were able to ask questions about the booking experience, ease-of-use within the app, and how likely they would be to book another flight through the app.

After they collected this data, they were able to analyze it through Alchemer Mobile’s platform to uncover what could be improved within the booking experience. These actionable insights then informed their product roadmap priority list.

While they appreciate the positive feedback and app reviews from happy customers, they also highly value constructive feedback and hearing pain points from customers so they can improve their mobile experience. Listening to customer feedback has shifted focus from automatically following product roadmap milestones to incorporating the voice of the customer in order to make meaningful decisions.

Alchemer Mobile (formerly Apptentive) gives us a platform to pull all of our customers’ voices into one channel, and gives us an overall picture of what they say, how we can improve, and how to build our strategy on it. We love the great responses and positive feedback, but we see huge benefit from the critical responses and how we can improve.

Katie Rice, Product | JetBlue

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Interview was recorded when Alchemer Mobile was known as Apptentive.
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By accessing and using this page, you agree to the Terms of Use . Your information will never be shared.