Before Apptentive, JetBlue’s product roadmap approach was siloed. They set macro product goals without holistically listening to the voice of the customer or addressing smaller issues.
JetBlue’s main goal in adopting Apptentive was to have a platform that allowed them to put the entire customer voice in one channel. They needed to gain a better understanding of what their customers felt about their mobile experience. Once the data was gathered, the team wanted to identify areas for improvement and build a product strategy around them.
One of the first things JetBlue did after adopting Apptentive was to gather mobile customer feedback to better understand the in-app booking experience. They first targeted people at specific moments – such as 24-hours after a booking – using a Note, which then asked them to opt-in to a survey where they could ask more detailed and specific questions.
By prompting feedback at a specific moment from a targeted cohort, they were able to ask questions about the booking experience, ease-of-use within the app, and how likely they would be to book another flight through the app.
After they collected this data, they were able to analyze it through Apptentive’s platform to uncover what could be improved within the booking experience. These actionable insights then informed their product roadmap priority list.
While they appreciate the positive feedback and app reviews from happy customers, they also highly value constructive feedback and hearing pain points from customers so they can improve their mobile experience. Listening to customer feedback has shifted focus from automatically following product roadmap milestones to incorporating the voice of the customer in order to make meaningful decisions.