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frequent flier program was outdated.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.