When JetBlue Airways experienced operational malfunctions in February, causing 1, 096 flights to be cancelled and angering more than 100,000 passengers, the company came up with several PR tactics to hopefully regain their customer-friendly image. First, JetBlue passed the JetBlue Airways Customer Bill of Rights, providing customers experiencing flight delays with vouchers ranging from $25 to regular ticket prices. This was a nice PR method to show their concern for their customers for creating inconveniences and one way to handle their image. It was necessary since the incident caused not only angry customers, but also their stocks to drop 4.87% (CNN).
In addition, on JetBlue's website, on the Customer Bill of Rights page, they even put a video provided by You Tube showing David Neeleman, CEO and founder of JetBlue. In the video, Neeleman shares a public apology, assuring that the problem would never occur again. This video is also a good PR Tactic, in which JetBlue takes blame by recognizing their fault, apologizes, and promises a future with no more problems.
Third, also on JetBlue's website, they have a "Speak Up" page where customers are welcome to share their compliments or complaints. This encourages customer opinion, which can later be used by the company to analyze how their company is running and how tactics used are changing customer opinions.
Even though JetBlue went through a rough period, they knew how to restore their image with various PR tactics. These tactics will hopefully help JetBlue regain their customer-friendly image and bring them back on their feet.
1 comment:
A good case study of a company responding to a major problem. I think the CEO's quick response and apology was particularly good, but I'm not sure flight vouchers will solve the problem.
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