JetBlue handles delays by doing the little unexpected extras

Posted by Stan Phelps on January 22, 2011

0 comments | 2523 reads

#414 in the Project comes from Sharon Trainor-Smith. Sharon talks about an experience with JetBlue:

“When flights are delayed they often show up at the gate with tables full of free water and snacks, and then set up a trivia game for everyone with good prizes such as free flight tickets, gift certificates, etc. The stranded passengers LOVED these bonuses and there was a lot of positive buzz. Plus by giving out flight tix, we were incented to come back to Jet Blue. It turned a bad situation into a really positive group and brand bonding opportunity.”

Marketing Lagniappe Takeaway: When faced with lemons . . . make lemonade. Make the best out of a bad situation by being proactive. It’s not about the water, snacks or trivia . . . it’s about what they represent. They stand for the fact you care about your customers. Kudos to JetBlue for bringing a little humanity back to air travel.

Today’s Lagniappe (a little something extra) – A couple weeks ago Taylor Swift did a private concert at JetBlue’s T5 terminal at JFK.

Here is the backstory on the terminal where wireless is always FREE:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? Are you Giving Little Unexpected Extras?

What’s Your GLUE?

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Stan Phelps

Stan Phelps is Chief Solutions Officer at Synergy Events. Synergy is an award winning experiential marketing agency specializing in the creation of signature brand experiences. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is fascinated by the concept of lagniappe and is the author of 'What's Your Purple Goldfish? How to Win Customers and Influence Word of Mouth'

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Calvin Marshall

February 13, 2011

JetBlue handles delays by doing the little unexpected extras

In my experience, JetBlue simply provide great service overall. When my bag was mistakenly checked to the wrong destination. I informed the gate agent. The gate agent went out of her way to make sure my bag was located, directed to the correct plane (ie: the same plane as me), and then informed me that the issue was 100% completed.

By telling me what they were going to do, doing it, and then letting me know when it was done, I never had anxiety over the potential of a lost bag.

It seems to be that JetBlue goes the extra mile and provides quality service throughout the entire flight experience.

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