• by Tanya Gazdik , August 7, 2009

JetBlue Airways is launching a completely revamped TrueBlue customer loyalty program this fall aimed at awarding all customers, not just frequent fliers.

"It boils down to our customers. They told us that we outshine everyone and the one thing we were falling short on was TrueBlue," Dave Canty, JetBlue's director of loyalty marketing, tells Marketing Daily. "We kind of outgrew the original program, which was developed seven years ago."

The airline is intent on listening to customers -- 35 fliers on every single flight every day are queried about their experience, Canty says. So it made sense to enlist consumers to help in revamping the loyalty program. The airline assembled an online panel of 15,000 customers to give feedback on what they'd like to see in the new program, says Canty.

"We really wanted it to be built through the lens of the customers," he says. "One thing we were hearing loud and clear is 'Your program doesn't meet our needs, but none of the other existing programs do either.'"

Scheduled to debut Sept. 28, points in the redesigned TrueBlue program will be based on dollars spent with JetBlue, instead of flight length. Customers will be rewarded with three TrueBlue points for every eligible dollar they spend with JetBlue -- and double points (six per dollar) will be awarded for purchases made through www.jetblue.com. Customers can also continue to accrue points by using the JetBlue Card from American Express: every $1 of eligible spending will equal 1 TrueBlue point, as well as double points for purchases made at www.jetblue.com.

Customers will receive bonus points after reaching specific thresholds in TrueBlue. The "Go Big Bonus" awards a 500-point bonus upon reaching 3,000 points. Upon reaching 6,000 points, they receive a 1,000-point bonus; at 9,000 points they get a 2,000-point bonus; and at 12,000 points, they get a 4,000-point bonus. For every 3,000 points above 12,000 points, they get an additional 4,000-point bonus.

Marketing to support the program initially will include online and email, with print and out-of-home added to the mix at the end of the first quarter of 2009, Canty says. Word-of-mouth marketing is expected to play a large part in getting the program off the ground, he adds.

Enhancements will be added to the program throughout the fall, including hotel, car and retail partners, which will allow customers alternative ways to earn points, Canty says.

Canty is quick to point out that TrueBlue is a loyalty program and not a frequent flier program.

"One thing that frequently occurs in frequent flier programs is the people who fly the most frequently are the only ones who have any chance of realizing any significant rewards," Canty says. "We realize you don't have to be a frequent traveler to be a loyal customer."

A "Go Long Bonus" will offer customers who jet on 10 one-way long-haul flights (2,000 miles in distance or longer, the equivalent of only 5 transcontinental roundtrips) within a year 10,000 bonus points -- enough for a roundtrip award flight.

Every seat on every flight will be available for TrueBlue redemption. Just as regular fares vary, the points required for a TrueBlue award flight will also vary according to the specific flight chosen and factors including the destination, day of the week, season, and advance booking window. One-way award flights will be available starting at a mere 5,000 points, and will increase in increments of 100 points based on the above factors.

TrueBlue points will not expire as long as a customer takes at least one paid JetBlue flight or makes a qualifying purchase with a JetBlue Card from American Express within 12 months of their last TrueBlue transaction (either a qualifying flight or JetBlue Card transaction). Current TrueBlue customers will be moved to the redesigned program in September, and all existing points and awards will remain valid through their indicated expiration date.