Don’t Leave Your Customers Stuck on the Runway

Jet Blue is still recovering from their fiasco a couple of weeks ago. Meanwhile, they have taken many steps in the right direction toward rebuilding their customer relationships. 

But questions still remain. Can any amount of ‘CRM’ convince those stranded travelers to get back on a Jet Blue flight again?  Did Jet Blue do enough to make amends, or could they have gone further?

Tough questions. But in my opinion, we can all learn a few lessons from Jet Blue:

• Everyone in an organization needs to be bought into CRM as a central part of a company’s philosophy.

• Employees need to be reminded that customer service is everyone’s job – and empowered to act. With the right training, a ground crew member or another Jet Blue employee could have helped out in that situation and left Jet Blue looking good in the eyes of its customers, not bad.

• To rebuild damaged customer relationships, company leaders need to become highly visible quickly and say the right things. How many CEOs would apologize the way David Neeleman did? 

• Learn from the experience. Unless company leaders pull a problem apart to find out exactly what went wrong, there is no possibility to develop contingency that can prevent it from happening again.

Josef Katz

Comments

[Bart Foreman]

They actually gave the affected customers vouchers for a free flight. CEO was correct to take the lead. The failure was operations and they didn't immediately manage the media and PR fallout, which in our world of instant communications is a challenge.

Takeaway: Bad things will happen to good people so have a disaster plan in place BEFORE it snows.

[Rick Vargas]

My thoughts exactly.

A person doesn't need to be in the direct marketing business to know that what Mr. Neelemen did though his communications and handling of the problems they experienced will serve as an example in years to come for other CEO's to follow.

Jetblue's problem is exciting for people close to marketing automation because it shows us how important CRM, SCM, & ERP are in handling complex business issues in a growing competitive global marketplace.

Rick Vargas

[xbr9999]

I would like to know if JetBlue will flag the customers who had to endure this debacle. Not that any automated program will provide consolation to those affected, but if JetBlue's reservations and call centers can identify these specific customers should they contact JetBlue again in the future, ongoing special recognition and treatment is both warranted and prudent. It would likely provide an opportunity to create deep bonds and turn those flyers into great advocates for the brand.

Organizations that desire to be customer-centered need to be flexible and highly responsive. While the JetBlue case is one of severe inconvenience to customers, other marketers could and should use their CRM technology and channels to recognize and treat those customers that have been wronged with a level of extended special treatment. Doing so underscores that the brand truly values their customers' continued business.

Sadly, I can't think of any examples of this. Most companies I know provide an "offer" like a free or discounted coupon and then let it go at that.

Can anyone think of a company that has successfully used flagging and ongoing special recognition as part of their strategy to win back and retain their customers?