Likeable Business: Why Today's Consumers Demand More and How Leaders Can Deliver by Dave Kerpen

Author:Dave Kerpen [Kerpen, Dave]
Language: eng
Format: mobi
ISBN: 0071800484
Publisher: McGraw-Hill
Published: 2012-10-08T14:00:00+00:00

JETBLUE’S B6 BLACK OPS

The customer service team members at JetBlue are firm believers in the importance of being responsive. Their goal is to bring humanity back to air travel, and they know that there’s nothing more human than conversation and engagement. JetBlue’s customer service team is well aware that the ability to listen and respond to communities represents a great opportunity to improve business and make sure customers invest in the business.

One of JetBlue’s customer service priorities is speed. Send a frantic tweet to JetBlue about a lost bag or a missed flight, and you can expect a response within 15 minutes, 24 hours a day, 7 days a week. The members of the team at JetBlue don’t limit their quick response strategy to their own pages. Instead, they listen to conversations on multiple channels, jumping in when necessary to clarify an inaccurate statement or to join witty banter among customers.

The team that handles the online responses is called the “Real-Time Recovery Team,” nicknamed “B6 Black Ops.” B6 Black Ops is responsible for answering e-mails, talking to customers with special needs, and monitoring social media channels. The 20-person team works 24/7 to ensure that everything is running smoothly. The team members are able to help out not only with common questions but with in-depth information about the airline that customers need to know, like whether or not the windows on the planes are UV protected.

B6 Black Ops tries to reach out to everyone, which can sometimes mean extending the two-person shift to an all-hands-ondeck situation, particularly in instances of inclement weather, like when Hurricane Irene hit during the summer of 2011. In such cases, the Real-Time Recovery Team is more efficient at handling customer concerns over Twitter than it is via other channels, such as telephone customer service lines. (See Figure 6.2.) The team was actually able to reschedule flights via Twitter when the phone lines were jammed.

JetBlue’s biggest strength might be the total reach of the company’s policy of responsiveness, which extends far beyond social media. In one instance, a JetBlue customer at JFK was traveling with a small folding bicycle in a checked bag. When the customer arrived at the baggage-drop counter, he was dismayed to discover that JetBlue charges an extra fee for transporting bicycles, even though his bicycle was neatly folded into his carry-on bag and clearly was not taking up any extra space. The customer tweeted about the incident, which led the Real-Time Recovery Team to do a bit of digging. As a result of the ordeal, not only did the customer receive a refund for the extra charges, but JetBlue ended up altering its policy on bicycles.

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