JetBlue Airways wants to make the customer experience something more than just a flight. Through its partnership with Responsys, a provider of email and cross-channel marketing solutions, JetBlue hopes to build personalized customer relationships through more sophisticated digital marketing.
Responsys already works with 12 global airlines, including Deutsche Lufthansa, Southwest Airlines, and United Airlines.
JetBlue will use the Responsys Interact Suite as its technology platform to create more individualized, orchestrated, and automated email marketing programs. The platform is expected to provide the scalability and flexibility JetBlue needs to keep pace with its business.
Maryssa Miller, JetBlue's Director of Digital Commerce, told Loyalty 360 that JetBlue’s goal is to provide superior service in every aspect of the air travel experience, which she said extends beyond the flight to every single customer touch point.
Miller said JetBlue’s mission is to inspire humanity, “which we do by going above and beyond each day to deliver the best customer experience on the ground and in the skies, and the way that we communicate with our customers through all of our digital channels is absolutely critical to that mission.”
Customers are overwhelmed with the amount of messaging they receive from marketers, Miller added, “but we can now target more effectively in order to provide the messages that matter to each individual. Through data, we can help customers get the information they want or need at the right time which we expect will positively impact customer loyalty.”
JetBlue partnered with Responsys because of the latter’s “great technology that will allow us to more easily deliver relevant messaging and enhance the JetBlue customer experience.” Miller said JetBlue will now be able to better meet customer requests to bring them more relevant offers and information throughout the entire travel journey and customer lifecycle.
Miller said Responsys has a very strong strategic focus on putting the customer back at the center of marketing.
“Its platform will help us build a complete profile of our customers, design highly personalized campaigns, and then orchestrate interactions across channels in a more sophisticated way,” Miller said.