Continuous improvement is best achieved by reaching out to customers and asking them what can be changed to make their experience with you better; get feedback.  JetBlue Airways did just that when they thought their frequent flier program was outdated.  JetBlue surveyed 35 passengers on every flight, every single day and backed that research up with a 15,000 person on-line panel.

Requests for feedback should always be ongoing, timely, specific, easy to provide, and limited to vital indicators of satisfaction.  Your goal should always be to ascertain areas requiring improvement, and the extent to which the improvement would enhance client satisfaction.  If you are well-intentioned about seeking continuous improvement, you must be inspired by what you are missing, not by the targets you hit.  Properly designed surveys will lead you to these answers.  That is what JetBlue experienced as the result of their desire to seek continuous improvement.

The net result?  Their TrueBlue Loyalty  program is all inclusive, simple and designed to reward real Loyalty. On September 28th they will debut a new approach.  It is  Loyalty Program vis-a-vis a frequent flier program.