Customer Profile
Since its humble beginnings in 1932, Alaska Airlines has grown from a small regional airline to one of the most respected in the nation. Carrying more than 17 million customers a year, Alaska's route system spans 60 cities and three countries. Its reputation for outstanding service consistently earns top U.S. airline recognition from industry analysts, media and customers alike.

Customer Challenge
With the majority of its tickets purchased at alaskaair.com, Alaska’s website has become the single most popular way customers interact with the airline before travelling. Alaska’s leadership sought an innovative, self-service web solution that provided customers with a personalized, engaging online experience that quickly and accurately connected travelers with the site’s most relevant information.

Internal Challenge
The measure and complexity of information accumulating at the foundation of Alaska Airlines’ knowledge base carried the potential of creating a productivity bottleneck that could threaten the speed and accuracy of customer service. Alaska also sought a solution that simplified the navigation of internal information, bridging the gap between their employees and the answers they need to provide exceptional customer service.

The ActiveAgent Solution
ActiveAgent’s effectiveness and ability to leverage one solution across multiple channels represented the most accurate and cost-effective solution to both their external and internal informational challenges. In 2008, Next IT collaborated with Alaska Airlines to launch ‘Jenn’ at alaskaair.com and ‘Super Jenn’ within their internal systems.

The impact on both internal and external users has been immediate, proving ActiveAgent’s effectiveness in a multi-channel business environment. Alaska Airlines and Next IT continue to explore deeper ways to utilize ActiveAgent’s unrivalled technology across more of Alaska’s service landscape.

Jenn Delivers

With over 4 million questions answered so far, Ask Jenn is providing the entire Alaska Air community, customers and employees alike, an incredibly efficient and unique self-service experience.