Case Study: JetBlue Airways achieves a more customer-focused culture with gothamCulture

JetBlue boosts NPS by 6 points with gothamCulture

JetBlue Airways, a major US airline, faced the challenge of moving beyond its reputation for tangible amenities to build a truly differentiated, human-focused customer service culture. Despite high customer satisfaction scores, leadership realized their service was not the key driver and that competitors could easily replicate their physical offerings. They engaged the consulting firm gothamCulture to help transition to a more customer-centric culture.

gothamCulture implemented a collaborative, "inside-out" solution that engaged JetBlue crewmembers at all levels through summits and dialogue to co-create the service strategy. This approach embedded customer focus into training, HR processes, and daily operations. The results were significant: Net Promoter Scores increased by an average of 6 points on flights with engaged crewmembers, and the company earned its seventh J.D. Power award with double-digit increases in soft skill metrics like helpfulness and friendliness.

JetBlue Airways