Customer Satisfaction: Part 1
After carefully researching customer satisfaction problems regarding JetBlue airlines and the 10 Demandments of the customer service needs and resolutions, the team of analysis came to the conclusion that JetBlue airlines is rising in the airline industry. JetBlue is clearly showing that their best interest is the consumer’s satisfaction with their services as well as by offering cheaper rates.
JetBlue Airways Corporation was created by David Neeleman. JetBlue airlines was born in July of 1999; it was previously called “New Air.” David Neeleman had learned several things from Southwest airlines and based his operations on their philosophy to make JetBlue a better airline. JetBlue relied on a ticket-less and electronic reservation to keep cost low. The in-flight entertainment in the planes is unequal for the customers with 24 channels of live satellite television broadcasts. One drawback for the airline includes no meals on board on most flights, but the company wants to increase the customers comfort level by providing leather seating and more leg room. JetBlue is in its eighth year, and serves 53 destinations in seven countries and is still very profitable.
Innovations-Present-Future
An article concerning JetBlue discusses the fact that this airline is eight years old and currently rated high in customer satisfaction. In the article, Dave Barger discusses retaining customers and competing with other airlines is difficult. The survey conducted on customer satisfaction showed JetBlue and Southwest were the two top airlines. Both airlines dealing with fundamental issues as on-time performance as one of the things improved but not eliminated had made a difference in customer satisfaction. Jet fuel prices have topped at $3.33 per gallon which is a huge increase from $3 dollars and it does not seem to be getting better or lessen with the current economic problems in the world. At the end of this year, JetBlue will have 107 Airbuses, one A320 aircraft and 36 Embraer E190 aircraft. The Embraer E190 aircraft is a better airplane for JetBlue to obtain for their fleet because this plane provides 100-seats with no middle seats, the fuel efficiency will be burning at 575 gallons of fuel per hour, compared to another plane using 1,100 gallons of fuel per hour.
The article also showed an idea of an airline truly paying attention and trying to give customers everything they are looking for in an airline. The information in the article also showed the love the founder has for the airline, planes and the comfort level for their customers. Ideas were mentioned on how to make the customers happy, without increasing the price to the consumer, nor retaining the additional costs to the airlines nor lowering their standards of service. Constant innovations are in process within the JetBlue network to maintain their customer base and to increase their targeted market.
Jet Blue Customers-Stand by Their Carrier
On February 15, 2007, Jet Blue Airways’ unexpectedly cancelled some flights in New York’s John F. Kennedy International Airport. At this time, some passengers were angry with the company for the cancellation of the flights, but the company rapidly responded to the customers with apologizes, sending the passenger’s a bill of rights by email from the CEO David Neeleman. In addition, Jet Blue contacted every passenger by phone, asking for an opinion of the situation of what had happened with the flight cancellations and asked for suggestions on how to fixed or minimize these problems. The Jet Blue policy is to satisfy completely the customers with excellent service and to respond quickly to the customers when a problem arises with the appropriate resolution.
Employee and Employer Relationships
JetBlue Incorporated not only employees people to work at the airline or airports, the company also employees people to work out of the comfort of their home. JetBlue also provides flexible schedules, education reimbursements, health and dental plan options, and employee incentives (Salter, 2004). By allowing people to work at home, the cost of operating in an airline is less. The company does not have to pay the additional costs for the large mainframe computers that are in the airlines. The company mainly purchases normal desktop computers and sets them up in someone’s home. The company allows people to work part-time or full-time and has flexible schedules to accommodate the personal. JetBlue’s turnover of employees is minimized by offering these additional schedules. The CEO David Neeleman and COO Dave Barger are constantly sending informal memos to their employees, congratulating employees for doing a good job, the CEO and COO are always communicating with their employees. Part of the employee package with JetBlue includes flight packages for friends and family members, stock option purchases, domestic partner benefits, and employee empowerment. Employees are trained and are constantly training in different ways on handling customer complaints. The employer wants the employees to be involved in the decision making processes for better compliances with the policies. Several testimonials from employees are listed on jobvaults.com and numerous employees are completely satisfied with their employer and will continue to work for the company because of the strategic management plans that the company has projected.
The 10 Demandments
The 10 demandments is a simple standard that any company can follow in order to increase the customer satisfaction, increase the targeted market as well as keep the current customers. The demandment method is a way to turn the unsatisfied customers into happy customers. In today’s competitive market, a company needs to know what the customers want and need as well as what the competitors are offering. The 10 demandments are as follows:
- “ Earn my trust through respect, integrity, advocacy and quality.”
- “Inspire me through immersive experiences, motivating messages and related philanthropy.”
- “Make it easy with simplicity, speed and usefulness.”
- “Put me in charge of making choices and give me control.”
- “Guide me with expert advice, education and information.”
- “Give me 24/7 access, from anywhere, at anytime.”
- “Get to know me — listen, learn and study me, the real consumer, not just data.”
- “Exceed my expectations with uncommon courtesies and surprising services.”
- “Reward me with points programs, privileges of access or other worthwhile extras.”
- “Stay with me – with follow through and meaningful follow-up.” (Mooney, 2003).
By keeping these demandments and mastering these simple rules regarding the customer relationship associated with the business atmosphere will allow room for business expansion, loyalty from customers, an increase in profit margins, an increase in capital and market shares, and give the company a more competitive edge against their competition.
References
Lane, Leonard. March 26, 2007. Paul Merage School of Business. University of California.
Retrieved April 11, 2008 from http://www.businessweek.com/magazine/content/07_13/c4027014.htm
Raine, George. (2008) JetBlue flying above the pack; 8-year-old airline rated high in customer satisfaction. San Francisco Chronicle. San Francisco, Calif.: Apr 8, 2008. Pg. D. 1
Mooney, Kelly (2003) The Ten Demandments Retrieved April 13, 2008 from Customer Focus Consulting Group from http://www.customerfocusconsultinggroup.com
Salter, Chuck (2004) Calling JetBlue Retrieved April 13, 2008 from
