Comarch Customer Engagement for JetBlue Airways

JetBlue is one of the largest low-cost airlines in America. The airline launched its own loyalty program called TrueBlue in 2004. In  summer of 2013, it was extended with TrueBlue Badges gamification program as a result of cooperation between Comarch and JetBlue Airways. 

Implemented solutions

Comarch Customer Engagement

The solution helps companies engage clients throughout their entire experience with the brand on websites, mobile applications, or social networks. 

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Comarch Customer Engagement for JetBlue Airways

Business challenges


The main goals set for TrueBlue Badges were: 

  • To enhance loyalty of the airline’s customers (loyalty 3.0: reward, interact, engage)
  • To engage customers with the use of gamification mechanisms
  • To gather valuable data about customers and their behavior
  • To educate and guide members through the TrueBlue program


JetBlue’s priority was to create and implement a compact gamification program with simple rules, but which is very engaging and involving at the same time.


Program rules


Enrolling in TrueBlue Badges is as easy as possible. New user needs to sign into their TrueBlue’s account and take part in a quick tutorial after which they are given the opportunity to join  Badges.

Loyalty program was enriched with the introduction of personalized approach to customers. 

Each user has their own individual and unique space within the portal personalized with an avatar and settings. User’s profile page shows their progress, completed tasks and collected badges. It also places the user in a ranking, so they can see where they rank among friends or even all members of TrueBlue Badges.

All flights are recorded and shown on the user’s profiles on a personalized map.. The map is interactive and the user can also receive a badge for flying to a certain destination (i.e. Florida or New York). It serves the role of a tracking tool and a record of the flights can be saved and shared via social media.

All activities a user generates on the portal is sharable via the most popular social networks, like Facebook and Twitter. This kind of action is awarded with an extra badge to encourage social behavior.. Moreover, some of the badges award users with extra loyalty points.

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