Case Study: Jetblue Questions and
Answers
Company overview - Answers -Target audience: Air travelers who wanted better service
and some (limited) amenities at a lower price.
Points of difference and value proposition: provide excellent customer service, had
some amenities like wider seats with more legroom and storage space, 24 channels of
in-flight television, they promised a "new kind of low fare airline" with a "Jetblue
experience" and to "bring humanity back to air-travel".
Some positive brand equities: great customer service, low prices, staff were fun and
friendly.
Some negative brand equities: limited routes and schedule, limited amenities.
How did the approach the 7 Ps?
- Product: air travel from New York to other American cities, the Jetblue experience
- Place: on the aircraft, at the airport, on the website, and on the phone with the call
centre
- Promotion: public relations team and advertsing
- Price: lower price vs competitors and one-way fares
- People: reservations team, pilots and flight attendants, call centre, maintenance,
operations, corporate.
- Physical evidence: wide seats, leg room, storage space, TVs, ticketless booking,
snacks and coffee on the flight, comfort kits, radio, in-flight wine and other beverages.
- Process: online reservations system, ticketless booking, New York hub, all seats are
assigned.
Customer Bill of Rights - Answers -A complex and in-depth customer guarantee of what
customers can expect from Jetblue and how Jetblue will work to meet those promises.
Covers things like cancellations, delays, and overbookings.
What was the customer gap that was created? - Answers -Customers expected to make
their destination within a reasonable amount of time, to be informed of any status
changes and updates, and compensated for any inconveniences. This did not properly
happen.
What was the average customer zone of tolerance? - Answers -Minimum: to arrive
safely at their destination without significant disruption or delay.
Desired: to arrive safely and ahead of schedule, with extra amenities provided on the
flight.
Which provider gaps did Jetblue do to close the customer gap? - Answers -Listening
gap: the solicited customer feedback.
Answers
Company overview - Answers -Target audience: Air travelers who wanted better service
and some (limited) amenities at a lower price.
Points of difference and value proposition: provide excellent customer service, had
some amenities like wider seats with more legroom and storage space, 24 channels of
in-flight television, they promised a "new kind of low fare airline" with a "Jetblue
experience" and to "bring humanity back to air-travel".
Some positive brand equities: great customer service, low prices, staff were fun and
friendly.
Some negative brand equities: limited routes and schedule, limited amenities.
How did the approach the 7 Ps?
- Product: air travel from New York to other American cities, the Jetblue experience
- Place: on the aircraft, at the airport, on the website, and on the phone with the call
centre
- Promotion: public relations team and advertsing
- Price: lower price vs competitors and one-way fares
- People: reservations team, pilots and flight attendants, call centre, maintenance,
operations, corporate.
- Physical evidence: wide seats, leg room, storage space, TVs, ticketless booking,
snacks and coffee on the flight, comfort kits, radio, in-flight wine and other beverages.
- Process: online reservations system, ticketless booking, New York hub, all seats are
assigned.
Customer Bill of Rights - Answers -A complex and in-depth customer guarantee of what
customers can expect from Jetblue and how Jetblue will work to meet those promises.
Covers things like cancellations, delays, and overbookings.
What was the customer gap that was created? - Answers -Customers expected to make
their destination within a reasonable amount of time, to be informed of any status
changes and updates, and compensated for any inconveniences. This did not properly
happen.
What was the average customer zone of tolerance? - Answers -Minimum: to arrive
safely at their destination without significant disruption or delay.
Desired: to arrive safely and ahead of schedule, with extra amenities provided on the
flight.
Which provider gaps did Jetblue do to close the customer gap? - Answers -Listening
gap: the solicited customer feedback.
