JetBlue

Founded in 1999, JetBlue Airways is a successful America hybrid/low-cost airline with a fleet size of 151 airplanes and 6 destinations. In 2009 the airline was ranked “Highest in Cus tomer Satisfaction among Low Cost Carriers in North America by J.D Power and Associates, a customer satisfaction recog nition received by JetBlue for the 5th consecutive year.

The main reason behind JetBlue’s decision to completely redesign its frequent flyer program (TrueBlue) was its rapid growth in terms of number of customers and program partners. The old loyalty platform was not flexible enough to support JetBlue’s expansion. In addition, the existing platform only supported the possibility of a simple pro- gram with a limited number of configuration possibilities, points ex- changed for vouchers and limited redemptions.

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• JetBlue Case Study