ASAPP AI drives digital adoption in JetBlue's CX transformation

Hi, Preya. Thanks for taking a few minutes to chat with us today. Absolutely. Thanks for having me. Absolutely. So we know that the AI agent that JetBlue has deployed with ASAPP is called Amelia 2.0. Can you tell us a little bit about Amelia? Absolutely. So Amelia is our trusted frontline crew member. She's never on PTO. She's never on VTO. She's always there when we need her, and she handles the most complex, sometimes even the most basic interactions that our crew members get. And she has helped pave the path for what a true AI bot really is. And when I talk about conversational, when I talk about being genuine, she's helped us achieve a ninety-two percent CSAT, which is higher than our actual frontline crew members. And we've seen a twenty-five point jump in first contact resolution because of her That's amazing. Yeah.

increase in digital adoption

280s

saved per conversation

45%

containment rate

73k

labor hours saved in one quarter

We were impressed with the technology that ASAPP brought to the table, but maybe most importantly, ASAPP also has a really complimentary culture to the JetBlue culture. So I think finding that chemistry with a partner played a huge role as well.

Carol Clements, Chief Digital & Technology Officer, JetBlue

Here at ChipBlue, we truly believe that focusing on a great crew member experience gives them the tools and the environment to deliver a great customer experience. We We think of our customer relationships as being trusted relationships, and we want our customers to feel like our family and friends. We started taking calls in in two thousand when we launched JetBlue, and then in twenty seventeen, we started taking chat. And what we found was that we really needed to have an omnichannel approach. And that's what ASAP provided to us, the ability to infuse AI and to bring chat and call all into one platform. Our goals for digital adoption are really to create the most frictionless and seamless experience we possibly can for our customers and also for our crew members. We chose ASAP because they really took the time to learn and understand our business and some of the really unique challenges that we're trying to solve as JetBlue. I think we also really were impressed with the technology that ASAP brought to the table, but maybe most importantly, ASAP also has a really complimentary culture. So I think finding that chemistry with a partner played a huge role as well. Having the opportunity to have both voice and digital, it gives us that consistency that we are able to make sure that we're providing the same information on both ends, obstacles that we find in one or the other. We can use that from a training perspective to help us make sure that we're able to deliver that seamless, frictionless customer experience across all channels. ASAP has been pretty seamless in its integration with our overall technology ecosystem. It's also been incredibly low maintenance, which when you're in my position is the pot of gold. So we're excited to see what the future holds. We are very, very pleased in where we are after our first eighteen months.

The Challenge

Elevate CX without losing the human element

JetBlue joined forces with ASAPP in late 2019 to transform its customer support experience with Al. The mission was to elevate customer satisfaction, preserve the human element, and prioritize the well-being of JetBlue's crewmembers. The journey towards a remarkable customer experience transformation experienced significant progress within a span of less than two years.

The Solution

Transform CX by leveraging AI

Against a backdrop of industry-wide scrutiny on efficiency and cost reduction, JetBlue and ASAPP aligned on a shared mission – to leverage artificial intelligence that would allow JetBlue to transform the customer support experience by supporting and amplifying the efforts of its dedicated crewmembers.

In less than two years, JetBlue achieved an impressive fivefold increase in its digital contact share. This achievement was made possible by launching support for customer contacts on various digital channels, including Apple Messages for Business, Google Business Messaging, Web and App chat, and WhatsApp. In addition, we added support for JetBlue's Spanish-speaking customers on digital platforms.

Results

Digital contact share soars

73,000

Workforce hours saved

Generative Al augmented customer interactions saved JetBlue crewmembers an average of 280 seconds per conversation. In Q1 2023 alone, this Al-driven efficiency translated into significant savings of 73,000 workforce hours. Additionally, it empowered crewmembers to swiftly address complex customer problems, leading to shorter wait times for customers.

45%

Containment rate

The integration of virtual agent experiences facilitated streamlined interactions and contributed to a remarkable 36% year-over-year growth in containment, with a 45% containment rate achieved in May 2023. This success demonstrates the effectiveness in providing Al-assisted solutions to customer inquiries that minimize the need for human intervention.

280s

Saved per conversation with generative AI

JetBlue's transition from their previous customer support platform to ASAPP was driven by a desire for stronger alignment with their strategic vision. The move allowed JetBlue to harness the power of ASAPP vertical Al, enabling them to reach a pivotal milestone on their path to digital transformation.

The shift towards digital share was significant for a few reasons.

Cost savings were achieved by reducing the overall support time per customer.
Empowered crewmembers delivered enhanced support through more advanced digital tools.
Customer preferences for digital contact opportunities were met, leading to positive customer experiences.

JetBlue's story exemplifies the transformative impact of Al in the airline industry, particularly in customer support. Through their partnership with ASAPP, JetBlue successfully achieved a fivefold increase in digital contact share, significantly improved crewmember productivity, and witnessed substantial workforce hours saved. By embracing Al and prioritizing customer and crewmember needs, JetBlue continues to set new benchmarks in delivering an exceptional customer support experience while embracing digital-first practices.

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