jetBlue AirwaysPresented 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

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 http://www.nytimes.com/2007/02/19/business/19jetblue.html?pagewanted=all&_r=1&

Coombs, W.T. (Ph.D). (2007, October 30). Crisis Management and Communicatons. Retrieved from http://www.instituteforpr.org/topics/crisis-management-and-communications/

Efthimiou. G. (2008) Regaining Altitude: A Case Analysis of the JetBlue Airways Valentine’s Day 2007 Crisis. Retrieved from https://cdr.lib.unc.edu/indexablecontent?id=uuid:dc29b866-e7ad-4c5b-875c-9a8176994fe3&ds=DATA_FILE

Harmon, J. (n.d.). (2007, February 20). Recovering from a Crisis: Jet Blue Gets It Right. Retrieved from http://jon8332.typepad.com/force_for_good/2007/02/recovering_from.html

Matthews, B. (2007, February 19). Jet Blue cancels more flights into Monday as it struggles with storm aftermath. Retrieved from http://usatoday30.usatoday.com/travel/news/2007-02-17-jetblue-flights_x.htm

Weiss. T. ( 2007, February 20). JetBlue’s Survival School. Retrieved from http://www.forbes.com/2007/02/20/neeleman-jet-blue-lead-cx_tw_0220jetblueceo.html