Success story
Jet Privilege
Industry• Loyalty program managementSolutions• OpenText™ TeamSite™
• OpenText™ LiveSite™

Results
Capabilities to ‘create once,
deliver many’ for web properties
and marketing channels

Jet Privilege boosts loyalty
through a targeted, segmented
personalization approachAward-winning loyalty and rewards management programme andfrequent flyer programme of Jet Airways, use OpenText™ TeamSite™
and OpenText™ LiveSite™ for targeted online experiences

Customer action and value
driven through segmentation
based on KPIs

“That level of personalization is able to give us businessresults and KPIs around cross-selling, higher retention
and utilization of services.”

Faster time to market forcontent, campaigns

Head of Information Technology
Jet Privilege

Ketan PhanseJet Privilege boosts loyalty through a targeted, segmented personalization approach

Jet Privilege is focused on delivering a highly rewarding experience
for its members. The company partnered with OpenText for its web
content management solution—TeamSite and LiveSite—to deliver
dynamic, personalized content for a targeted, segmented andindividually relevant experience.

Moments of opportunity

Customer experience management is made of moments, according
to Ketan Phanse, head of Information Technology for Jet Privilege.
“Rather than looking at customer experience as a journey, youcan break it down into smaller moments,” he explained. “Whether
a moment of service, a moment of purchase, or a moment ofdecision…how you identify and treat that moment for a particularcustomer is what makes a good customer experience. It’s all about
the interaction moments along the way.”
Jet Privilege Pvt. Ltd. is an independent, loyalty and rewards managementcompany formed in 2014, after the strategic alliance between Jet Airways
and Etihad Airways. Jet Privilege has been on a growth journey, with afocus on enhancing the programme to appeal to new members, as wellas driving engagement with existing members through a series of airand non-air value propositions, such as shopping, dining, hotel bookingsand more. These value propositions create multiple opportunities formembers to earn JPMiles—the programme’s reward currency—and
then redeem the accumulated JPMiles for Award Flights.

A clear choice

After evaluating various options, the organization chose the web
content management solution, OpenText TeamSite—a flexible platformthat simplifies content control across all marketing channels, including
websites, mobile platforms, email, portals and more. The next clear choiceof integration was OpenText LiveSite, the personalization component ofTeamSite that enables automatic rendering and display of websites,
microsites, online communities and e-commerce sites from marketing
professionals directly to customers.
“We definitely wanted to go down the personalization route,” notedPhanse. “The way we were planning to build our content management
system and entire website would turn into a more personalized
delivery of content for our members. That’s where TeamSite andLiveSite capabilities stood out for us.”Website evolution

Early on, Jet Privilege launched its website offering its members
multiple ways to earn JPMiles across various categories like shopping,dining, credit cards, hotels and more. These accumulated JPMiles canthen be redeemed for Award Flights on Jet Airways, Etihad Airways
and its many other airline partners. “Since we offered our members
various miles for earning and burning opportunities, we wantedto showcase the breadth of the programme in a very simple andvisually appealing manner,” said Phanse.
Jet Privilege focused on simplifying the experience from a member
perspective. Using TeamSite, the home page of the website wasrevamped by creating an integrated search widget to serve as the single
information source for key Jet Privilege programme offerings.

TeamSite eases content management across multiple web properties andmarketing channels. The tool helps the Jet Privilege team create onceand deliver multiple times. In addition, marketing team members release
several monthly campaigns. The campaigns can use components alreadycreated on the main website.

“Having a customercentric approach isan organization-wide
phenomenon and the
key to deliver this is topersonalize the contentand messaging to theextent that it adds
value to the member
experience in all aspects.”
Ketan Phanse

Head of Information Technology
Jet Privilege

Jet Privilege boosts loyalty through a targeted, segmented personalization approach

Strategic segmentation

Using LiveSite, Jet Privilege created member-led personas and has
started personalizing the web experience. “Having a customer-centric
approach is an organization-wide phenomenon and the key to deliver
this is to personalize the content and messaging to the extent that it
adds value to the member experience in all aspects,” noted Phanse.
The segmentation approach not only applies to the web as a channel,
but also across any interaction through digital channels.

Macro-, micro-segment framework

Leveraging personalized content delivery in TeamSite and LiveSite, Jet
Privilege developed a macro- and micro-segment framework.
For instance, when a member visits the site with a voucher code close toexpiration, the system automatically references the code and pre-fills thenumber for a shopping transaction. For members who hold a programme
co-branded credit card, the web displays the flight booking stub of thesearch widget with a personalized message identifying the card’s
available discount percentage.

Increasing customer lifetime value

For metrics and business growth, Jet Privilege strives to define andmeasure customer lifetime value, then ensure customers are served inaccordance with their status.

Teamsite and LiveSite enhances Jet Privilege’s ability to track interaction,then target content to drive customer lifetime value or other metrics.
Jet Privilege is driving loyalty by connecting deeply in the momentsthat matter. “That level of personalization is able to give us businessresults and KPIs around cross-selling, higher retention and utilizationof services,” Phanse said.
Furthermore, OpenText web experience management optimized for
multiple channels speeds marketing efforts. “We have adopted agile asa mindset at the organizational level in whatever we do,” noted Phanse.

Service from Mphasis and OpenText

To implement and maintain TeamSite, Jet Privilege works closely withMphasis, an OpenText partner and OpenText. “They have been one of
our key partners in our journey,” Phanse said, noting consistent, co-operative deployment and support from OpenText that is “active andengaging.” Jet Privilege also recognizes the opportunity and benefitsof partnering with a provider that maintains a full quiver of solutions inenterprise content management and digital asset management.

About OpenText

OpenText, The Information Company,
enables organizations to gain insight
through market leading information
management solutions, on-premises orin the cloud. For more information aboutOpenText (NASDAQ: OTEX, TSX: OTEX)
visit opentext.com.
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