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Flying High on Customer Feedback

Posted March 05, 2010 8:14 AM

Following a February 2007 ice storm that forced cancellation of nearly 1,000 flights, JetBlue launched an extensive system to capture passenger opinions. Quality Progress reports that the carrier gets nearly 500 daily emails, 40,000 monthly survey responses, plus online feedback from 40% of its frequent flyers. Much of this data is in structured format—check boxes or multiple-choice responses. To efficiently mine written feedback, JetBlue relies on "text analytics" software that automatically identifies facts, opinions, requests, trends, and trouble spots from unstructured text. What innovative methods do you use to gauge customer views about your products?

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#1

Re: Flying High on Customer Feedback

03/07/2010 3:57 PM

I don't think this is such a hot idea.

If I have received good service, I don't need to waste my time filling out a survey with cookie-cutter (and often irrelevant) questions. But when I have problems, they don't usually fit into a preconceived scheme. In those cases, I want the problem solved or compensated for.

Jet Blue, and anyone else, needs to address the complaints that actually arise, and on the complainants' own terms. Usually it takes a cogent human to do so. Phone menus and multiple-choice forms are really crappy at this.

In this instance, the problem seems to be the weather, over which Jet Blue has little control. Customers could complain to God, I suppose, and He might even listen, but He hasn't conducted any quality-of-service surveys that I know of.

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#2
In reply to #1

Re: Flying High on Customer Feedback

03/07/2010 6:36 PM

Logical thinking your part, and too often true, due to people with a lack of vision and understanding. (GA)

That being said, there is only one thing worse than a poor attempt at improvment...

Chris

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#3
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Re: Flying High on Customer Feedback

03/07/2010 7:33 PM

Exactly--such as no attempt at improvement. Jet Blue's motive here is great, but the method can be questioned.

I have flown Jet Blue before. I thought they were quite competent, but definitely without frills.

Back in the days of artificially propped-up fares, you would get great meals, with real flatware no less. Now it's dipless chips and prefab sandwiches, if anything.

On Horizon Air I was once bequeathed the remainder of a bottle of champagne from which only one glass had been poured. Sometimes you luck out!

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