JetBlue Airways recently introduced TrueBlue Mosaic, an enhancement to the carrier's existing customer loyalty program that will provide additional benefits to its most frequent flyers.
TrueBlue Mosaic members will receive:
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Free second checked bag for everyone flying on the member's reservation
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Expedited security at 36 airports for everyone flying on the member's reservation.
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Early boarding with early access to overhead bin space for everyone flying on the member's reservation.
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Ability to use TrueBlue points to purchase seats with extra legroom
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Access to a dedicated 24/7 customer service line
Existing members of TrueBlue, JetBlue's loyalty program will be automatically upgraded to TrueBlue Mosaic if they have earned 15,000 base flight points or completed 30 flight segments and have earned at least 12,000 base flight points in a calendar year. Current TrueBlue members eligible for TrueBlue Mosaic will be notified and automatically enrolled in the program this fall.
Airline carriers need to make upgrades/changes to their frequent flier programs on occasion so that they don’t become commodities, according to Stuart Greif, vice president and general manager of the global travel and hospitality practice at J.D. Power and Associates.
“Certainly, loyalty programs help in a number of ways and create stickiness,” Grief said. “If the loyalty program is comparable to competitors or the underlying core offering is not viewed as differentiated, however, then it becomes more of an expectation and cost of doing business. The programs themselves do help customers feel valued and recognized but it can cut against an airline, hotel, rental car company, etc. if it becomes too restrictive or difficult to enjoy benefits. For example, after United and Continental merged, there was much frequent flier discontent at lower levels that they could no longer get upgrades as easily given the more numerous frequent fliers with relatively fewer seats on the combined entity.”
Grief added: “At some point, when it becomes a basic customer expectation, to not have a loyalty or member program can cut against satisfaction. Rewarding repeat business however, has financial benefits beyond satisfaction, in terms of revenue and loyalty. Commoditization in the airline industry is a constant trap that airlines need to keep innovating around and loyalty programs are an opportunity to show customers the airline values their business and is seeking to address pain points and make their travels more efficient, comfortable and convenient to save passengers time and wear and tear. There are opportunities across the airline experience- from airlines that have recognized the need for more outlets in gate areas for passengers, such as Delta and Southwest, to those recognizing that providing wi-fi capabilities on longer flights has become an essential expectation passengers expect outside their flight experience, even at local coffee shops and restaurants. Those airlines that demonstrate in their actions and offerings, a hospitality and service orientation in their attitude and seek ways to make the experience better will profit in ways far greater than just higher satisfaction levels. Loyalty programs are an essential part of the overall business model to this end.”
JetBlue officials feel the changes to their program offers the differentiation that Grief stressed.
“We've applied a fresh approach to member recognition with the introduction of TrueBlue Mosaic, offering those who fly with us the most increased ease of travel, while still maintaining excellence in product and service for all,” said Dave Canty, JetBlue's director of loyalty marketing, in unveiling the program. “The ability to skip the security line, check a second bag for free, earn extra bonus points on every dollar spent, or reach a dedicated customer service line, will save time for business travelers with tight schedules, reduce hassle for parents flying with kids, and put money back in everyone's wallets.”