Moments of opportunity
Customer experience management is made of moments, according to Ketan Phanse, head of Information Technology for Jet Privilege. “Rather than looking at customer experience as a journey, you can break it down into smaller moments,” he explained. “Whether a moment of service, a moment of purchase, or a moment of decision…how you identify and treat that moment for a particular customer is what makes a good customer experience. It’s all about the interaction moments along the way.”
Jet Privilege Pvt. Ltd. is an independent, loyalty and rewards management company formed in 2014, after the strategic alliance between Jet Airways and Etihad Airways. Jet Privilege has been on a growth journey, with a focus on enhancing the programme to appeal to new members, as well as driving engagement with existing members through a series of air and non-air value propositions, such as shopping, dining, hotel bookings and more. These value propositions create multiple opportunities for members to earn JPMiles—the programme’s reward currency—and then redeem the accumulated JPMiles for Award Flights.
A clear choice
After evaluating various options, the organization chose the web content management solution, OpenText TeamSite—a flexible platform that simplifies content control across all marketing channels, including websites, mobile platforms, email, portals and more. The next clear choice of integration was OpenText LiveSite, the personalization component of TeamSite that enables automatic rendering and display of websites, microsites, online communities and e-commerce sites from marketing professionals directly to customers.
“We definitely wanted to go down the personalization route,” noted Phanse. “The way we were planning to build our content management system and entire website would turn into a more personalized delivery of content for our members. That’s where TeamSite and LiveSite capabilities stood out for us.”
Early on, Jet Privilege launched its website offering its members multiple ways to earn JPMiles across various categories like shopping, dining, credit cards, hotels and more. These accumulated JPMiles can then be redeemed for Award Flights on Jet Airways, Etihad Airways and its many other airline partners. “Since we offered our members various miles for earning and burning opportunities, we wanted to showcase the breadth of the programme in a very simple and visually appealing manner,” said Phanse.
Jet Privilege focused on simplifying the experience from a member perspective. Using TeamSite, the home page of the website was revamped by creating an integrated search widget to serve as the single information source for key Jet Privilege programme offerings.
TeamSite eases content management across multiple web properties and marketing channels. The tool helps the Jet Privilege team create once and deliver multiple times. In addition, marketing team members release several monthly campaigns. The campaigns can use components already created on the main website.