JetBlue Airways Corp. (JBLU) - Get Report is investing in a startup called Gladly that will allow customers to file complaints and get answers via Facebook, Messenger, Twitter and text messaging as the airline works to keep its spot at the top of customer satisfaction rankings, CNBC reported.

Gladly will help overhaul JetBlue's customer service systems as complaints have spiked in 2017 following a viral video showing a United Continental Holdings Inc. (UAL) - Get Report passenger being violently kicked off a flight.

JetBlue Technology Ventures is investing with venture capital group GGV Capital in a $36 million series C round of funding for Gladly. Gladly CEO Joseph Ansanelli said he sees his startup as an "alternative to Salesforce.com."

JetBlue's president of the corporate venture group, Bonny Simi, said passengers aren't interested in calling in to file complaints or ask questions anymore, so the airline is investing in articificial intelligence solutions. The company takes some complaints on Twitter already, but Gladly will streamline the process.

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