Westjet 2002 Annual Report Download - page 55

how we traditionally received feedback
from our guests. The IFC is a single
point of contact for our guests to pro-
vide feedback on virtually every area of
our service. We receive this informa-
tion in real time, which allows us to
produce real-time reports, and respond
to guest needs quickly.”
Calvin Symes, a member of WestJet’s
IT team, was a key player in the devel-
opment of the IFC. “The IFC allows
our guests to share their WestJet expe-
rience with us through a ratings and
comments system online. It’s used by
thousands of WestJet guests each
month.”
Symes is excited about the new rela-
tionship with guests created through
the IFC. “We can track all the respons-
es we receive – all the ratings and
comments are collected centrally. If a
guest includes an email address in their
submission, we reply quickly.”
What action does WestJet take based
on the results? Natalie Kerekes, Busi-
ness Manager, examines the responses.
“We set guest satisfaction targets for all
guest-centric aspects of our airline,” she
says. “By asking our guests to share
their experiences and preferences with
us, we’re able to identify areas that need
Deborah Humphries, one of West-
Jet’s Senior Business Solutions Analysts,
was part of the team creating the
behind-the-scenes technology for
JetMail. “We made it really easy to sub-
scribe to JetMail. All our guests have
to do is visit westjet.com. Moments
later, voila, you’re on the list!”
Glover-Campbell sees great poten-
tial for WestJet to speak to guests and
potential guests about products, servic-
es, and other offerings directly relevant
to their needs and travel patterns.
“JetMail is a great way to commu-
nicate with our travel agent partners
too,” says Tim Paul, WestJet’s Travel
Technology Coordinator. “We can
send them notice of seat sales, and they
can reach out to their clients quickly.
It has had a very positive impact on our
relationship with our travel agent
partners.”
How has WestJet protected itself
and its guests who use westjet.com?
“Security is of the utmost importance
to us,” says Bruce Elliott, WestJet’s
Manager, IT Security and Architecture.
“We never, ever sell our JetMail or
guest lists, and have a comprehensive
privacy policy on westjet.com. We
include a link to this policy in our
JetMail emails, and we also include some
guidance for our guests on protecting
themselves online.”
As WestJet grows by leaps and
bounds, they’ll continue to seek out
innovative and cost-effective ways to
provide the high quality guest service
the airline is famous for.
immediate improvement, and we can
see trends where more investment is
required to meet our guests’ needs.”
And meeting guest needs is what
WestJet is all about, especially in the
age of information. During the year,
WestJet’s Marketing and Information
Technology departments worked close-
ly to create JetMail, an email seat sale
notification service created out of guest
demand. On December 26, 2002,
WestJet sent the first JetMail to
25,000 Canadians.
Margaret Glover-Campbell,WestJet’s
Manager of Advertising, recalls the
excitement of the day. “The Boxing Day
JetMail was our first email to
westjet.com members who signed up to
receive notice of seat sales,” she says.
“Now we have more than 40,000
JetMail subscribers and our guests can
receive instant email notices of seat sales
or seat sale extensions.”
2002 WestJet Annual Report 55
I.T.’s Shawn Coleman helps keep WestJet’s computer systems running smoothly.
“By asking our guests to
share their experiences...
we’re able to identify
areas that need
immediate improvement.”
Mable Wong has played a key role
in the success of westjet.com.