JetBlue Airways, founded just over seven years ago, was created for one purpose: to provide low cost American flights with top-notch customer service.  Their dedication to that goal made them one of the only profitable airlines since the 9/11 attacks, receive satisfaction rates that pummel their competitors, and even got them featured in a wildly successful business book.

On the stormy day of February 14, 2007, none of that mattered. Their most valuable differentiation between all other airlines, their “customers come first” attitude, was severely tarnished.  JetBlue Flight 751 kept passengers on board a stuck aircraft for over 8 hours, as well as cancelled around 1,000 flights over the next few days.  Passengers had trouble breathing on the plane and the attendants actually had to open the doors several times to let some air in.

Some words which come to mind which the average American would attribute to the major airlines are likely unethical, uncaring, and arrogant.  However, JetBlue stood out from the pack like a gem by standing for the exact opposite - customer service.

How did JetBlue become a symbol for customer service?

David Neeleman
The founder and CEO of JetBlue built the whole company on the principle of customer service. A veteran of the airline industry, he knew this was the weak point in the market and built a brand around a hip, customer-oriented airline.  On top of that, he doesn’t hide in some office - he gets out there and interacts with his staff, solving problems before they become noticeable to the average passenger. How many CEO’s of airlines have you ever heard of?  Most likely he’s the only one.

“Crewmembers”
The affectionate term given to JetBlue staff, Neeleman meets with them often to make sure the culture of JetBlue is understood at all levels of the company. Even the pilots get in on the action, making suggestions to improve efficiency, safety, and the happiness level of the crew.  JetBlue staff understand the value of treating customers like human beings with dignity and needs.

Technology
With most planes in service being fairly old, it’s slightly odd to think of “new technology” being on board, but with JetBlue they have made it a signature set of features.  In addition to the usual set of movies you find on planes these days, JetBlue offers over 30 DirectTV channels, XM Satellite Radio, plush leather roomy seating, Dunkin Donuts coffee, and even free wireless hotspots at several airports.  Notice a trend? These are all things people can’t live without on the ground.  No surprise why people would love to have it in the air.

Apologies Work

With all of this on the line after the JetBlue meltdown on February 14th, David Neeleman stepped up to the plate and apologized - promptly.  This is incredibly rare for a CEO to do, and ever rarer for it to be timely. 

We are sorry and embarrassed. But most of all, we are deeply sorry…You deserved better - a lot better - from us last week and we let you down. Nothing is more important than regaining your trust

Neeleman said he was “humiliated and mortified” and acknowledged that customers and staff (notice how he cares about his staff, not just his customers) had been through “hell”. Neeleman didn’t end there, he made appearances on the Today show and the “Late Show with David Letterman”, and introduced a “Customer Bill of Rights” that will go into effect.  He also said that each passenger who was on a grounded flight for over 3 hours will receive a free roundtrip ticket as well as a complete refund.

Responsibility

What does it turn out contributed to so many flights being cancelled in the days following Valentine’s Day? JetBlue wanted to make sure all pilots got the FAA required amount of sleep.  It is unfortunate for those who had flights planned, but that is a very responsible action by an airline - I’m proud of them.

The moral of the story

The lesson here is apologies work, especially when they are sincere and backed up with “we’re going to make it up to you and we are making a plan to prevent this from ever happening again”…that is what regains trust.

Neeleman turned this situation into a great opportunity for JetBlue to be a role model for other airlines - not in how they fell, but rather in how they dusted themselves off and rose again to lead in customer service.  Sometimes it takes a few mistakes to rededicate yourself to your goals. 

Humans make mistakes.  Large groups of humans (companies) will too.  No matter how many people are involved in a mistake, nothing makes us feel better than getting that apology (and some free goodies).  It’s OK to make mistakes, it’s not OK not to learn from them.

It is a true measure of a strong brand that can withstand such a dreadful situation and still symbolize customer service.

This is why I believe it is only a matter of time before JetBlue soars again…

Related Links:

JetBlue CEO Has Good Reason To Be Mortified

CEO David Neeleman’s Flight Log

Video Message From David Neeleman