JetBlue Airways: TrueBlue Badges Case Study - Loyalty 3.0

1. NEW GENERATION
OF LOYALTY
AT JETBLUE:
LOYALTY 3.0
Case Study

2. FACTS & FIGURES:
Headquarters: New York, USA
Flights: > 750 daily flights
Aircraft: > 160
Destinations served: > 75
Employees: > 12,000
COMPANY PROFILE
serving 30 million passengers a year,
many of whom participate
in their loyalty programme
JetBlue is customer’s favourite
US airline*...
J.D. Power & Associates 2013 North America Airline Satisfaction Study

3. NEW GENERATION OF LOYALTY
AT JETBLUE:
The Loyalty 3.0 Approach
Rewarding programme members for
making purchases with a partner, sharing
content on social media, travelling and
performing other loyalty activities such as
visiting JetBlue.com with badges. Engaging
members through quests to complete and
giving them a scope to contend with other
programme members.
Rewarding programme members with
points for purchasing flights or completing
transactions with partners such as
American Express or Hilton Worldwide.
Giving programme members a scope for
burning accrued points for rewards.
Loyalty 3.0
Loyalty 2.0
Loyalty 1.0
Engagement
& Social
Analytics
& Recognition
Transactions
Rewarding programme members with
privileges based on a tier or a segment to
which they belong. Analysing customer
buying patterns, determining customer
value, campaign effectiveness and the
impact it has on budgets as well as ROI.

4. ENGAGING WITH MEMBERS THROUGH
A DEDICATED MEMBER PORTAL
New portal features:
• Member’s personalised interactive
travel map
• Over 2,500 achievements to unlock
• 4 categories of badges: sharing
on social media, purchase with
a partner, travel and loyalty activities
• Social media integration
• Single Sign-On (SSO) technology
• Friends
• Leaderboards
• Extra user stats
• Sharing members’ maps as pictures
on social media
• Social acquisition
ENGAGING WITH MEMBERS THROUGH
A DEDICATED MEMBER PORTAL
Comarch has designed
and implemented
TrueBlue Badges

5. ADDING COMARCH CUSTOMER
ENGAGEMENT TO THE EXISTING
LOYALTY PROGRAMME
Phase #1
AnalysisWe analysed the air travel market,
we were looking for a solution
to change the way customers
use the JetBlue frequent flyer
programme. 5 main areas we
could improve were identified,
then the design process began.

6. ADDING COMARCH CUSTOMER
ENGAGEMENT TO THE EXISTING
LOYALTY PROGRAMME
ADDING COMARCH CUSTOMER
ENGAGEMENT TO THE EXISTING
LOYALTY PROGRAMME
Phase #2
Concepts
We welded all flight-worthy ideas
into an operational concept. We
started to build the solution that
upgrades the TrueBlue customer
experience with highly visual and
social mechanisms.
After some time it became clear
that the concept of a travel map
would be central to the new,
gamified user experience.

7. ADDING COMARCH CUSTOMER
ENGAGEMENT TO THE EXISTING
LOYALTY PROGRAMME
Phase #3
UX/Design
In the face of a varied customer
base, we wanted to widen the
horizon, so that every travelling
experience with JetBlue makes
for a bright and clear online
adventure as well.

8. ADDING COMARCH CUSTOMER ENGAGEMENT
TO THE EXISTING LOYALTY PROGRAMME
ADDING COMARCH CUSTOMER ENGAGEMENT
TO THE EXISTING LOYALTY PROGRAMME
News
notification feed on recent events
on the platform
Phase #4
DesignOur artists crafted TrueBlue
Badges to award members for
partaking in activities within the
loyalty programme. We used
simple, enjoyable and striking
design to make users touch down
with lots of fun.
Badges
The user’s recent achievements
Collect Badges
list of the about-to-get badges,
displayed by priority
Leaderboard
ranks users based on their level,
flights and miles
Member Profile
shows member’s progress
in the form of an interactive mapMenu
linking to all badges
features and other parts
of the loyalty web portal

9. ADDING COMARCH CUSTOMER ENGAGEMENT
TO THE EXISTING LOYALTY PROGRAMME
JAVA
Play Framework
AKKA
NODE Express.js
MongoDB
PostgreSQL
MySQL
Front-end AngularJS
TECHNOLOGYUSED
Benefits:- High Efficiency
- Distributed Architecture (Scalability)
- Seamlessly integrated with Comarch Loyalty Management
- Social Media Integration
TechWe used the strong and durable
Comarch Customer Engagement platform.
On top of it we built a powerful engagement engine
before letting it fly.

10. COMARCH LOYALTY SOLUTIONS
AT JETBLUE
Loyalty 3.0
Loyalty 2.0
Loyalty 1.0
Engagement
& Social
Analytics
& Recognition
Transactions
Comarch Customer Engagement:
• Badges
• Leaderboards
• Friends
• Quests
• Enhanced member portal
• Social acquisition
• Single Sign-On (SSO)
• Social media analytics
Comarch Smart Analytics:
• Data visualisation
• Predictive models
• Data warehouse
• Advanced segmentation
Comarch Loyalty Management:
• Business Administration – user management;
definition of accrual; redemption and points
expiry rules; communication/campaigns;
segmentation; elite tier and reports
generation
• Contact Centre – helpdesk
• Member Portal
OTHER SERVICES: Support, Hosting, Programme Management, Analytics, Creative Services

11. JUNE 2013 – TRUE BLUE BADGES TAKE OFF!
OUR ACHIEVEMENTS IN THE FIRST 6 MONTHS:
Facts & Figures:
• Over 1.3 million additional loyalty portal page views generated
• Over 1.5 million Facebook impressions of branded content
• Record partner over 200% new transaction activations Q2Q
• Over 650,000 badges awarded
• Over 100,000 active users
Benefits:
• Higher traffic to the
jetblue.com website across multiple
social media channels
• Greater customer engagement
• Measuring online customer
engagement
• Innovative and customer friendly
brand positioning
• Increased conversion rate
• Customer social acquisition
• More advanced customer
segmentation
• Identification of brand ambassadors

12. “Launching TrueBlue Badges was one of the best business
decisions within the last few years. Gamification mechanisms
make our users more engaged and loyal. The possibility to
collect badges and pin them on fully personalised maps really
hits. When the gamification programme launched in summer
2013, the time spent on the website by users, and their activities
connected with JetBlue significantly increased.”
JetBlue Loyalty Team
“We are excited to deliver a rich user experience with visualised member
progression through our loyalty programme. Our solution is a result of
continuous effort through developing one of the most comprehensive
loyalty & engagement solutions in the world. Big data analytics
and social media integration with a loyalty platform allows us to create
engagement mechanisms of unprecedented proportions.”
Mateusz Popiolek, Consulting Director, Comarch
Comarch UK Ltd
19 Eastbourne Terrace
Paddington
London W2 6LG
Phone. +44 20 3626 0145
Fax. +44 20 3626 0203
e-mail: info@comarch.com
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