Culture is Service… Aligning to Soar

1. Culture is Service… Aligning to Soar

2. The JetBlue Story 1999 2001 Today Founder David Neeleman created JetBlue “Bring Humanity Back to Air Travel.” Service launched on February 11, 2000 JetBlue operated 21 aircraft to18 markets. JetBlue serves 77 destinations with more than 800 flights daily. Fleet of 127 Airbus A320’s 54 Embraer 190’s 15,000 + Crewmembers

3. The JetBlue Story Become the Americas’ favorite airline byBringing humanity back to air travel

4. JD Power: Trend 2007, 2008 & 2009

5. Net Promoter Score Net promoter score = % promoters - % detractors

6. The Process: Getting to “Inside Out” Net Promoters Score

7. Non-People Related People Related The Process: Getting to “Inside Out”

8. The Solution: Launch “Culture is Service”

9. The Solution: Work “Inside Out” Inform Engage Inspire • Educate Crewmembers (CMs) on: • JetBlue’s state of service • How we measure our service performance • How CMs behaviors impact the Customer Experience • How JetBlue’s culture plays a significant role in supporting our CMs’ ability to deliver magnificent service • Highly experiential process designed to elicit open dialogue cross-functionally and across levels • In-the-moment cross-functional problem solving • Role model the concept of unexpected moments for CMs • Recognize the great work CMs have done over the last decade with regard to service

10. CIS Summits Launched • Culture is Service Attendees June/July 2010 November 2010 April 2011 • 500 Inflight Crewmembers • 450 Airport Crewmembers • 352 Customer Support Crewmembers

11. CIS Initial Results: Post 2010-2011 Summits Inflight Airports CustomerSupport • 2010 Summit participants scored higher NPS scores for all 2011 • 88% of participants reported positive change in ability to support their crews providing magnificent service (surveyed 6 months post-summit) • 98% of participants reported they had “A clearer understanding how Customer Support Department contributes to the success of the organization” **Information provided courtesy of JetBlue’s Assessment, Measurement, and Evaluation Team (JBU) & THE Customer Insight Team (SSC)

12. CIS Summit Follow-Up Survey

13. JD Power Source: JD Power – 3,432 responses from June 2010 to June 2011.

14. CIS Year Two • Cross-Functional Design (Airports, Inflight, Flight Operations & Customer Support) • NPS Education • Link NPS to Specific Behaviors Tracks ConceptParticipants select focus areas to customize their Summit experience Runways Break-out sessions focused on topics that directly or indirectly drive Positive Customer feedback (foundations, culture and offerings) Service Sprints Intense, cross-functional problem-solving exercise resulting in “green-lighted” solutions ready for quick implementation or as input to longer-term initiatives

16. Value of Promoters $26 $7

17. 0.2 New Customers 0.5 Customers Lost

18. + $5-8 Million Every 1 point increase equals $5-8 Million

19. Pilot Cabin PAs Drive NPS

20. Teamwork Drives Event Better NPS Pilot and AO Working together

21. Key NPS Drivers

22. CIS Year Three: Spring 2012 Launch Inflight Crewmembers • “Passport to Success” • Conflict Resolution • NPS Education • “WOW” Behaviors Pilots • “Leading Edge” • Captains Authority • NPS Education • “WOW” Behaviors

23. Customer NPS

24. Crewmember Engagement Scores

25. The Results: No Finish Line Applications to your Business: • Establish Customer feedback process • Obtain and evaluate Employee feedback • Identify trends and gaps • Translate data into meaningful and actionable information • Establish goals and a measurement system • Develop comprehensive communication – Stories! • Role Model • Celebrate, Recognize and Reward