Implementation of CLM at Jetblue Airways

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About JetBlue Airways

JetBlue Airways is an American airline founded in 1998 and headquartered in New York. The carrier has features of both a legacy and a low-cost airline. Its main base is JFK Airport in New York, where the airline possesses its own Terminal 5. JetBlue operates non-stop flights between American and Caribbean airports. The fleet consists of modern Airbus 320 and Embraer 190 airplanes comprising a total number of 215 aircraft. Every seat provides passengers with access to TV and radio channels, available via a satellite connection.

Business Challenges

The JetBlue Airways launched the TrueBlue customer appreciation program in 2002. Passengers were granted a set amount of points for each type of trip: short, medium or long-haul. Double points were awarded for flights booked online. For every 100 points earned, a program member earned a roundtrip flight if redemption seats for a requested flight remained available. The airline revamped its loyalty scheme in 2009 and began to grant clients three points for every dollar spent towards a flight, excluding taxes and fees. Online booking is promoted with additional points and every seat on every flight is available for redemption. The amount of points required for redemption depends on the fare of the requested flight in USD. In 2013 the expiration of points was removed.

Implemented Product

JetBlue Airways chose the Comarch Loyalty Management Travel Edition system to power the re-launch of its
loyalty program. The following modules have been implemented:

Business Administration – gives the loyalty program manager an endless number of accrual and redemption options

Contact Center – allows for multiple channel communication with a loyalty program member

Smart Analytics – to better understand the program and improve the performance

Member Portal – customer portal to keep members involved

The Carrier Was Looking For An IT System To Support The Following Functionalities

Redemptions for any available seat - any seat that is available for regular purchase can also be purchased using TrueBlue points, “No blackout dates"

Automatic retro claims with promotion reprocessing

Revenue based point accrual – points for purchasing tickets and other onboard services, co-branded credit card usage and transactions from partners

Activity based point expiration – points won’t expire as long as a member either flies or uses their co-branded Amex card over a 12 month period of time

We have found Comarch to be a great partner both from a development perspective and a strategic direction perspective. Their ability to ramp up and resource projects and initiatives has been very impressive. We have never had any regrets in choosing Comarch and we look forward to a long and innovative relationship."