jetBlue Airways Presented by, Steven Leibovitz and Evan Brown

According To Coombs…  Definition of Crisis  Effective Crisis Management Plan Consists of  Pre-Crisis Phase  Crisis Response  Post-Crisis Phase

What Went Wrong?  Storm forecasted to Change to Rain  Ignored the Storm  Continued to Load Passengers  Neglected Consequences  “Do the right thing”

What Went Wrong?  Storm Never Changed  Catastrophe  Passengers Waited Longer than Seven Hours  Over 131,000 Passengers Affected

What jetBlue Did Wrong?  Not Enough Employees  Pilots & Flight Attendants Displaced  Aircrafts Could Land, Not Take Off

What They Did To Fix The Problem  CEO Apologizes on Youtube CEO Apologizes on Youtube  More Sincere Apology  Customers Responded Positively  Announces Customer Bill of Rights  Six Days After Crisis

Customer Bill of Rights  Full Refunds  Free Round-Trip Airfare  Money Vouchers  Compensation for bumped flights

Reputation Repair  Low Fares  New Leather Seats  Foods and Beverages  Individual TV’s  Improved Flight Service  Competitive Advantage

Takeaways  Customer Satisfaction is Essential  Intermediate Response Following a Crisis  Pre-Crisis Management Plan

Conclusion  Immediate Action Following Crisis  Accepted Responsibility  Sincerely Apologizing  Reimbursed Consumers  Created Bill of Rights  Improved Company Qualities

Any Questions?

References  Bailey, J. (2007, February 19). JetBlue’s C.E.O. Is ‘Mortified’ After Fliers Are Stranded. Retrieved from  Coombs, W.T. (Ph.D). (2007, October 30). Crisis Management and Communicatons. Retrieved from  Efthimiou. G. (2008) Regaining Altitude: A Case Analysis of the JetBlue Airways Valentine’s Day 2007 Crisis. Retrieved from e7ad-4c5b-875c-9a fe3&ds=DATA_FILEhttps://cdr.lib.unc.edu/indexablecontent?id=uuid:dc29b866- e7ad-4c5b-875c-9a fe3&ds=DATA_FILE  Harmon, J. (n.d.). (2007, February 20). Recovering from a Crisis: Jet Blue Gets It Right. Retrieved from  Matthews, B. (2007, February 19). Jet Blue cancels more flights into Monday as it struggles with storm aftermath. Retrieved from jetblue-flights_x.htmhttp://usatoday30.usatoday.com/travel/news/ jetblue-flights_x.htm  Weiss. T. ( 2007, February 20). JetBlue’s Survival School. Retrieved from