Epsilon Fuels Jet Airways' CRM To Inspire Travel

Jet Airways will now deliver its consumer and trade communications through digital marketing company Epsilon’s e-mail solution to enhance customer relationships.

While Jet Airways ranks favourably amongst passengers in terms of in-flight service, entertainment, value and efficiency, the company is striving to improve its customer relationship management and increase brand loyalty amongst its frequent fliers, corporate clientele and trade partners.

Based on customer feedback and surveys, Jet Airways found that e-mail was the preferred channel of communication. For a scalable solution to keep pace with the company’s market growth, Jet Airways selected Epsilon’s e-mail marketing services. Epsilon delivers a solution that provides a holistic view of all its customers and prospects, as well as detailed analytics across all its campaigns. This complete insight allows the airline to design and execute personalised and targeted customer initiatives that increase brand equity and cultivate more profitable, loyal customer relationships.

“To provide a world-class customer experience, we chose Epsilon for their e-mail marketing solutions that enable us to stay close to our customers throughout the relationship lifecycle and ensure that we are providing the most relevant information, optimised in a timely fashion, as and when they want it,” said Rahul Kucheria, GM, Relationship Marketing with Jet Airways.

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Epsilon’s e-mail platform optimises e-mail delivery, has deep tracking and reporting features as well as segmentation and optimisation tools that enable Jet Airways to reap the benefits of relevancy in its communication with customers.

The key features of Epsilon’s e-mail platform include advanced segmentation and data management capabilities, including demographics, areas of interests and purchase history. The precision targeting tools include a dynamic content builder, recency and frequency optimisation features, automated recurring messaging, and event trigger and real-time messaging.

The e-mail solution also allows Jet Airways to monitor and track a specific e-mail communication all the way to a booking or enquiry transaction. This allows the airline to leverage profile and transactional behavioural data to ultimately achieve one-to-one marketing with its customers.

Jet Airways currently sends a monthly e-mail newsletter to Jet Privilege members, travel agency partners and corporate clients. The company will soon introduce transactional e-mailing through the Epsilon platform, such as registration confirmation, welcome messages and purchase confirmations.