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Putting the customer at the center of customer service.

A culture built on humanity.

When JetBlue was started back in 1999, the mission and philosophy behind the brand was very clear: they wanted to bring humanity back to air travel. This meant treating the customer with the same dignity and respect that they would expect on the ground – it meant full size soda cans, ample leg room, complimentary TV, and most importantly, a customer service experience that put the customer back at the center of its operations.

Today, JetBlue is an indisputable world-class leader in customer service, having won an outstanding 12 consecutive J.D. Power customer satisfaction awards over the past 13 years. In an industry that has seen tremendous change and received a lot of attention for very public customer service incidents in recent years, this is an especially impressive feat.

“Highest in Customer Satisfaction Among Low-Cost Carriers in North America”
— J.D. Power

Always looking forward.

The airline credits its achievements to its strong customer support team of over 2,000 agents – or “crew members” as JetBlue calls them – who work around the clock, from home and in the office, to help support their hundreds of thousands of customers.

As they continue to evolve and grow, JetBlue’s mission to be where their customers are has driven them to modernize their customer support operations and to continually push the envelope on what it means to provide good customer service.

Putting the customer at the 

Similar to JetBlue’s vision to bring humanity back to air travel, Gladly was created on the idea that customer service is about the way you make people feel. We were inspired by Maya Angelou’s famous quote,

“…people will never forget how you made them feel.”
- Maya Angelou

With all of the technological advancements in artificial intelligence, machine learning, chatbots and more, we realized that while those were helpful in making teams more productive, they weren’t particularly useful unless you had a strong focus on people at the center of it all – and that was not a technological advancement that anyone else was focused on.

Traditional technology platforms have been ticket or case management systems. At the heart of customer service was a ticket. Every time a customer reached out to a company, across any channel, a ticket would be created. Sometimes multiple. And with multiple tickets, it meant customers needed to repeat themselves multiple times. And it would take multiple attempts from a customer service agent to try and find the records of all the other communications that had occurred just to help the customer.

So we asked ourselves…


What if we could reinvent customer service?

We would make people the atomic unit, not cases or tickets. With a people-centered system, all communications would automatically be tied back to the person.

We would build a platform that was channel agnostic – meaning it didn’t matter what channel a customer used, it would all be connected through one platform, all in one view for the agent to easily see the entire history of communication.

We would ensure that customer service agents could be naturally productive, and that texting a customer would be as easy as typing an email. We would make it so that no new system would need to be learned just because it was a new channel they were using to communicate.

We would provide real-time insights into things like trending topics that customers were talking about, live status of agent stats and Service Level Agreements (SLA’s) so that service and support teams could easily provide metrics and analytics back to the business.

JetBlue's co-pilot to customer delight : Gladly

JetBlue's co-pilot to customer delight : Gladly

Gladly and JetBlue are working together to bring a different experience to customers - one that is personalized, thoughtful and one that puts people, not tickets or cases, at the center of it.

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