In an industry where customers feel marginalized and expectations are best explained by the positive phrase "It was uneventful..." Jet Blue has redefined the airline experience. 22squared did research on the Airline Category in 2008, exploring the relationships between customers and their airlines. It revealed that Jet Blue has more brand advocates than any other airline tested. Even more impressive is the company they hold on a broader level. They have brand advocacy levels similar to Target, Verizon and ING Direct. With a "soul mate-type" connection to their customers, Jet Blue has created a flying experience worth talking about. Even after a well-publicized debacle of a customer experience in 2007, they showed how a quick response and honest conflict resolution can have a positive affect on brand advocacy.
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February 25, 2009
How redefining expectations put Jet Blue on top.
See the full report along with three imperatives for Airlines to increase advocacy.
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The Author
- The AuthorBrandon Murphy is Director of Brand Planning at 22squared. This is his personal blog where he shares thoughts and opinions that are solely his own. Reasons to Talk exists to share strategies and methods for creating customer advocates that will propagate brands and their ideals. He's a proud husband, father and avid runner.
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