Scribd
Upload
26 views1 page

JetBlue's Customer-Centric Approach

JetBlue prioritizes customer experience through its slogan 'Happy Jetting' by offering amenities like more legroom, comfortable seating, and onboard entertainment. The airline's competitive edge lies in its strong corporate culture focused on exceptional customer service, which is fostered through careful employee selection and training. As JetBlue competes with Southwest Airlines on similar routes, its emphasis on customer treatment may determine its success in building lasting customer relationships.

Uploaded by

hanarose2072006
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
26 views1 page

JetBlue's Customer-Centric Approach

JetBlue prioritizes customer experience through its slogan 'Happy Jetting' by offering amenities like more legroom, comfortable seating, and onboard entertainment. The airline's competitive edge lies in its strong corporate culture focused on exceptional customer service, which is fostered through careful employee selection and training. As JetBlue competes with Southwest Airlines on similar routes, its emphasis on customer treatment may determine its success in building lasting customer relationships.

Uploaded by

hanarose2072006
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

JetBlue: Delighting Customers Through Happy Jetting

Synopsis

JetBlue is relentlessly focused on making sure that every customer experience lives up to the
company slogan, “Happy Jetting.” At JetBlue, customer well-being is ingrained in the culture.
The discount airline has focused on providing niceties that are simply not the norm when it
comes to commercial air travel. Things like more legroom, comfortable leather seats, gourmet
snacks, LCD entertainment at every seat, and free e-mail onboard. These things are sure to
delight customers. But JetBlue knows that these tangible amenities are easily replicated. That’s
why JetBlue’s real competitive advantage is its culture. The goal is to provide exceptional
customer service at every touch point. To accomplish this, JetBlue starts by hiring the right
employees. Then, it trains them according to the company’s core values: safety, integrity, caring,
passion, and fun. Loving customers breed truly loyal customers who share the brand by word-of-
mouth. Thus, customers are delighted far more by how they are treated by JetBlue’s employees
than by what they get in a flight. As JetBlue and Southwest (the other low-fare airline known for
excellent customer service) start to overlap on routes serviced, many are watching to see which
will be victorious. In the end, the loser might just be “all other airlines.”

Discussion Questions

1. Give examples of needs, wants, and demands that JetBlue customers demonstrate,
differentiating these three concepts. What are the implications of each for JetBlue’s practices?
2. Describe in detail all the facets of JetBlue’s product. What is being exchanged in a JetBlue
transaction?
3. Which of the five marketing management concepts best applies to JetBlue?
4. What value does JetBlue create for its customers?
5. Is JetBlue likely to continue being successful in building customer relationships? Why or why
not?

You might also like