JetBlue’s Customer Support Strategy: Empowering Human Agents and Augmenting with AI

Customer Contact Week is an exciting event that brings together industry leaders who are at the forefront of customer experience (CX) innovation. One such example is JetBlue, whose customer support team has successfully integrated Amelia, their virtual agent, with generative AI (GenAI) to enhance their customer service efforts.

The results speak for themselves – after just three months, JetBlue saw a 12 percent increase in containment rates, along with improvements in customer satisfaction (CSAT) and first contact resolution (FCR). However, what sets JetBlue apart is their commitment to empowering their human agents alongside AI technology.

Shelly Griessel, VP of Customer Support at JetBlue, emphasizes the importance of preparing human agents for the future of their roles. By capping occupancy rates, targeting part-time employees, and fostering open communication through regular meetings, JetBlue ensures that their crew members are set up for success.

When introducing AI agents like Amelia, JetBlue took a cautious and collaborative approach. Crew members were initially concerned about job security, but Griessel reassured them that AI technology would complement their roles rather than replace them. By involving crew members in the development of Amelia and providing ongoing support, JetBlue was able to successfully integrate AI into their customer service operations.

JetBlue’s partnership with ASAPP, their conversational AI provider, has been instrumental in understanding customer needs and improving service delivery. By identifying key areas for automation and setting clear boundaries for AI capabilities, JetBlue has been able to enhance the customer experience while leveraging the benefits of AI technology.

Griessel’s advice for brands considering AI integration is clear – don’t wait for the perfect moment. In today’s fast-paced environment, customers expect quick and consistent responses, making AI technology essential for efficient customer service. By starting now and adapting along the way, companies can stay ahead of the curve and meet customer expectations.

For those interested in exploring conversational AI solutions, ASAPP is a recommended partner. However, there are many other vendors in the market, so it’s worth exploring options in CX Today’s Marketplace to find the right fit for your business.

In conclusion, JetBlue’s success story with AI integration serves as a valuable lesson for companies looking to enhance their customer service capabilities. By empowering human agents, collaborating with AI technology, and taking a proactive approach to innovation, brands can deliver exceptional customer experiences and stay competitive in today’s evolving landscape.