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February 20, 2007
JetBlue's video apology
In what seems to be a first, a major CEO has used YouTube to address company problems and try to make amends.
An obviously nervous David Neelman, CEO of air carrier JetBlue, posted a video message on the social media site today to assuage angry customers and a leery public after this weekend's disastrous events, which included holding people captive on JetBlue planes for 11 continuous hours while they waited out bad weather.
Neelman discusses what the company is doing to address the problem, including the airline's new Customer Bill of Rights (PDF).
It's great Neelman is using social media to address what everyone else is already discussing. Some comments on the video forgive JetBlue and praise Neelman for his candor. But it's inexplicable that Neelman doesn't look into the camera and utter the two most important words of all: "I'm sorry." That should have been the first thing out of his mouth.
He does a better job of explaining what happened in the first place and apologizing in a written letter on the company's website.
Other blogs that reference JetBlue's video apology:
» How to Apologize from Businomics Blog
Jet Blue messed up its flights this week, after a stellar record for great service. In an era where CEOs say they are taking responsibility with a statement blaming others, Jet Blue CEO David Neelman talks straight. (Hat tip to [Read More]
» JetBlue grovels on YouTube from Cherryflava
After subjecting their customers to ten hours of JetBlue cabin torture, the CEO of the brand has now posted an apology on YouTube. Its seen as a first that a CEO has ever apologised for anything, and a first that [Read More]
» Proactive Customer Service from Return Customer
After the recent JetBlue customer service nightmare, it appears everyone is talking about customer service. This is a good thing! It is the perfect time for you to evaluate how you handle customer crisis in your business.
When mistakes are made, compan... [Read More]
We should give him kudos for trying to apologize, and for sharing directly with current/potential customers what he's going to do to change things, going forward.
He is visibly uncomfortable in the video --- that is in stark contrast to many of the polished statements we see from leaders. We can clearly tell this has hurt him and his organization, and that he earnestly wants to earn customer trust.
Maybe those of us who weren't trapped on those planes can forgive Mr. Neelman and his organization, and give them a chance to implement their changes.
Thanks for posting the video, I appreciate it!
What does "I'm sorry" do anyway? Doesn't it just point out the obvious? It makes him wrong and us right. Who cares? Blaming Neelman for the situation isn't really constructive. I'm more enrolled in the idea that he's going out of his way to demonstrate that he's fixing the situation. That shows committment on his part and earns my trust.
I think its real cool that a CEO learns to apologise and do it in front of a video camera too. There is a lot to be learnt in how top level executives like Neelman and Bill Marriott are using social media to reach out directly to their constituents rather than depend on a hired suit.
I wish that more head honchos - especially here in Singapore where I live - are willing to eat humble pie sometimes and come clean. Blogs, videocasts and podcasts are excellent platforms to get the message out. Nothing increases a company and a chieftain's credibility better than a simple word of "sorry".
Great blog! As somebody who works with senior executives on "crisis management," JetBlue seems to really understand the importance of using “new media” to get their message out. I have really been impressed by the way they have handled this situation from a PR standpoint.
I had a great experience with JetBlue just this week and I wrote a blog entry about it. If you get a chance check it out!
http://thenierenblog.typepad.com
I think you may have glossed over the genius of JetBlue apologizing on YouTube. The video site is probably one of the main drivers of this story and posting the video up on YouTube was probably the best way to confront the story on the same battlefield. If things go well, his video shows up right next to the bad stuff in that contextual "related" videos list.
I've become a bit letdown here on the standard we're asking our corporations to deliver against and the negative orientation to word of mouth evangelism.
Between this situation where the JetBlue CEO does nearly everything right and presents himself as being emotionally vested and still gets chewed for the absence of "sorry" and another recent post on the 3 types of memos that attract media attention "Starbuck's - we've lost our way, Yahoo - we've lost our way and Cramer-Kassalt - we hate our client" ---can we not return back to the pat on the backs for people with a positive orientation to word of mouth and champion the people that are trying hard to do it well and aren't completely messed up.
I believe jetBlue will bounce back - here is why:
http://www.pinnycohen.com/2007/03/01/marketing-wisdom/case-study-jetblue-from-meltdown-to-recovery/
Across the web, comments have been pro and con regarding this video apology for JetBlue's serious lapse in customer service.
In general, I think it's great: the conciliatory tone, on one of the world's top websites, and the 'bill of rights' re customer service such as improved training, etc.
I do agree with the one post above, noting Neelman's failure to flat out say "I'm sorry." It's amazing, the words "I'm sorry" are always free, are priceless in relationships, yet so many people are so stingy with them.
