Learn JetBlue’s online reputation management strategies for boosting YOUR brand reputation (even if you’re not an airline)
Remember that awful flight you had? You probably vented your frustration online, right? Airlines get tons of negativity online, but not JetBlue.This budget-friendly airline used to have its share of problems. But they’ve done something amazing: they turned their online reputation around, and now people love them!
How did they manage this? This blog cracks the code of JetBlue’s online success, unveiling social media tricks to the psychology behind happy passengers.
Why Should Brands Care About Their Online Reputation?
In today’s digital age, your brand’s online reputation is its currency. It shapes how people perceive you and can make the difference between success and failure.
Why it matters:
- Authenticity and credibility: Positive online reviews and feedback build trust and increase the likelihood that customers will choose you over your competitors.
- Informed purchasing decisions: People research brands online before making a purchase. A good reputation gives them confidence in their choice, while a bad one can turn them away.
- Brand advocacy: Satisfied customers become brand advocates by spreading your message organically and increasing your reach. However, negative experiences can lead to harmful online abuse.
The downside of negative reputation:
- Reduced Sales: A damaged reputation can directly lead to lower sales and profit margins. People are less likely to purchase from brands they perceive negatively.
- Image Crisis: Bad press and online negativity can significantly damage a brand image, requiring substantial effort and time to rebuild.
- Lost Loyalty: Customers who have had a negative experience are less likely to return or recommend you to others. Their negative word-of-mouth can further harm your reputation.
Suggested Read: How Much Does Online Reputation Management Cost for Businesses
Thus investing in an online reputation management platform is crucial for any brand. It ensures a positive online presence that attracts, converts, and retains customers. Let’s take a look at JetBlue’s online reputation management strategy to draw some inspiration.
JetBlue’s Online Reputation Management Strategies
JetBlue has soared above the competition in the airline industry, not just with its budget-friendly fares and impeccable customer experience but also with its ingenious airline reputation management strategy.
Let’s delve into some of their key tactics and impactful examples.
1. Active Engagement
- Social Media Presence: JetBlue is active on platforms like Twitter and Facebook. Their humorous content and casual, conversational tone successfully create a positive brand connection and encourage organic interaction.
- Transparency and Authenticity: JetBlue’s regular “behind-the-scenes” insights make their operations and employees feel more relatable and human. This builds trust and fosters a sense of community among customers.
2. Customer-Focused Content
The company frequently publishes valuable content like travel tips, airport guides, and destination inspiration, positioning itself as more than just an airline but a trusted travel companion. This adds value beyond simply flying and strengthens JetBlue’s customer-centric approach.
3. Responsive Customer Service
- Multichannel Approach: JetBlue provides multiple channels for customer service, including social media, phone, and email. This guarantees that they are accessible regardless of customers’ preferred communication method.
- Personalized Responses: JetBlue aims to avoid generic, automated responses and address each customer’s concerns with empathy and understanding. This fosters a sense of gratitude and demonstrates that they truly care about their passengers’ experience.
- Proactive Problem Resolution: When a problem arises, JetBlue commits to resolving it quickly and efficiently. They offer an apology, compensation, and a clear explanation of what went wrong and how they are working to prevent future occurrences.
4. Crisis Management
- Quick and Transparent Communication: In the event of a flight disruption or delay, JetBlue prioritizes fast and transparent communication with its customers. They update social media feeds, send timely flight alerts, and directly address concerns to prevent the spread of rumors and misinformation.
- Responsibility and Ownership: Their leaders, like CEO David Neeleman during the 2007 winter storm crisis, take responsibility for situations and publicly apologize for any inconvenience caused. This demonstrates accountability and builds trust among passengers.
- Offering Compensation: When things go wrong, JetBlue goes beyond a simple apology. They offer vouchers, refunds, and other forms of compensation to show passengers that they value their business and are committed to making things right.
5. Positive Influencer Marketing
- Partnerships with Travel Bloggers and YouTubers: JetBlue rewards influencers with free flights and unique experiences in exchange for genuine reviews and recommendations. This approach leverages trusted voices to generate positive word-of-mouth and build brand loyalty.
- User Generated Content: To further amplify positive sentiment, we run social media contests and campaigns that encourage passengers to share their unique travel experiences using branded hashtags. This authentic user-generated content builds trust and credibility, showcasing the genuine excitement of JetBlue travel through the eyes of real customers.
6. Monitoring and Analyzing Online Sentiment
- Social Media Listening Tools: JetBlue actively monitors social media mentions and online reviews to analyze customer sentiment and proactively identify potential issues. They also use best online reputation management tools to address concerns promptly before they escalate and continuously improve their services.
Also Read: How Netflix Uses Social Listening to Stay on Top of Their Content Game
- Customer Feedback Analysis: JetBlue collects and analyzes customer feedback through surveys, email responses, and social media interactions. This data can be used to identify areas for improvement and adapt our strategy to meet customer needs better.
JetBlue’s Online Reputation Management Strategy: Case Study
JetBlue has overcome some PR challenges in recent years. However, one particular case stands out as a potential example of how JetBlue’s online reputation management strategy helped turn negative reviews into positive ones.
JetBlue’s Week Long Operational Breakdown (2007)
The Crisis: February 2007, Valentine’s Day weekend. An unexpected ice storm blankets the East Coast, sending the aviation industry into disarray. But for JetBlue, it’s not just turbulence – it’s a full-blown operational meltdown. Thousands of flights are grounded, passengers are stranded for days, and frustration boils over. The “friendly skies” turn into a nightmare for over 130,000 JetBlue customers.
JetBlue’s Online Reputation Management Strategy:
Instead of hiding behind the weather, JetBlue took full responsibility. CEO David Neeleman publicly apologized, acknowledging their shortcomings and vowing to do better. They launched a multi-pronged response:
- Transparency: They kept passengers updated with real-time information through emails, website updates, and even personal phone calls from executives.
- Customer Bill of Rights: They introduced a groundbreaking “Customer Bill of Rights” with guaranteed compensation for delays, cancellations, and missed connections.
- Proactive Support: They provided stranded passengers with food, hotel vouchers, and entertainment, going above and beyond to make amends.
- Open Communication: Neeleman maintained open communication with the media and the public, taking ownership of the crisis and outlining steps to prevent future disruptions.
The Result:
While the initial backlash was fierce, JetBlue’s transparent and proactive response eventually paid off. Passengers appreciated their honesty, empathy, and commitment to making things right. The Customer Bill of Rights became a model for the industry, and JetBlue’s reputation for customer service, surprisingly, emerged stronger than ever. The crisis turned into a turning point, showcasing the importance of transparent communication, proactive customer support, and taking responsibility during difficult times.
5 Lessons Brands Can Learn from JetBlue’s Online Reputation Management Strategies:
JetBlue has carved a niche in the airline industry as a customer-centric brand with an airline reputation management strategy. Here are 5 key lessons that your brand can learn from their success:
1. Embrace Transparency and Authenticity
JetBlue values transparency and trust. They acknowledge problems honestly, genuinely apologize and explain their actions to resolve them. This transparency builds customer loyalty and fosters a sense of community.
Lesson: Be open about issues, avoid PR jargon, and communicate with customers authentically.
2. Leverage Social Media Powerfully
JetBlue is active on social media platforms, directly interacting with customers, addressing concerns, and engaging in conversations. They use humor, offer behind-the-scenes, and host fun contests to create a positive online environment.
Lesson: Be active on relevant social media platforms and maintain an engaging brand personality.
3. Prioritize Customer Service and Go the Extra Mile
JetBlue prioritizes exceptional customer support, empowering employees to make decisions, solve problems creatively, and personalize interactions. This creates loyal brand advocates who share their positive experiences online.
Lesson: Empower your customer service team to focus on solutions, personalize interactions, and generate positive online reviews.
4. Use Humor and Creativity to Stand Out
JetBlue doesn’t shy away from humor and quirky social media campaigns, adding personality to everything they do and making it memorable and engaging.
Lesson: Don’t be afraid to inject humor and creativity into your brand communications, leaving a lasting impression on your audience.
5. Monitor and Respond Swiftly to Negative Feedback
JetBlue actively monitors online sentiment and responds quickly and professionally to negative feedback, focusing on turning bad experiences into positive ones.
Lesson: Actively monitor online sentiment with best online reputation management tools and respond thoughtfully and promptly to negative feedback. It’s a chance to turn unhappy customers into loyal fans.
Bonus Tip: JetBlue emphasizes a positive company culture that prioritizes employee happiness. Happy employees translate to better customer service and boosting your online reputation.
Improve Your Online Reputation With Radarr
JetBlue’s online reputation management strategy is a masterclass in proactive engagement, swift response, and positive storytelling. Now that you’ve seen the blueprint, it’s time to take action. But navigating the digital landscape can be tricky. That’s where Radarr comes in!
Radarr isn’t just any online reputation management platform. It’s powered by cutting-edge AI and machine learning, constantly analyzing online conversations and learning from what people say. This advanced technology takes the guesswork out of reputation management, helping you craft strategy without making an error.
