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3rd Battle of Bull Run

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ead Case 4-1 (“JetBlue Airways: Regaining Attitude”) in Corporate Communication and respond to the following:
Jose Elizondo
Discussion Question #3-JetBlue
Saint Leo University
Dr. Rose
November 5, 2014
February 14, 2007 marked a turning point for Jet Blue and their commitment to one of their core values and building blocks: guest experience. Since their inception in 1999, Jet Blue experienced a level of success unprecedented in the airline industry. Build on the foundation of “bringing humanity back to air travel. Its founder David Neeleman focused on exceptional customer service, extended leg room and free satellite TV feeds in every seat. By 2005, JetBlue ranked highest among all airlines. The customer experience in turn resulted in profits for an impressive 16 consecutive quarters. On February 14, 2007, JetBlue made the executive decision to stay true to their values of a customer experience by keep flights schedules on time even though weather conditions were not conducive to flying. Unfortunately, this strategy did not go as intended and resulted in extremely irate customers and a potential loss of $45 million between cancelled flights and flight vouchers to impacted customers.
So what went wrong? JetBlue was not experienced and prepared in multiple crisis management strategies to deal with the influx of customer questions and concerns. This lead to minimal communication to their customers as they would not be able to reach any of the reservation agents due to the amount of calls and lack of training. There was also a lack of internal communication as employs were stranded across different cities with no direction as to where and when to go. JetBlue’s lack of communication played a critical role and put to test the company’s values, perception and identity. They were now challenged with trying to change customer sentiment, rebuild their

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