Jet Blue Case

               Jet Blue’s response was very different as compared to United’s response. Firstly, Jet Blue took initiative to publicly apologize. The CEO, David Neeleman made a video on YouTube to apologize and received a lot of positive feedback. They even made a “Customer Bill of Rights” which showed the steps they would take in response to service interruptions. They had a twitter account which grew tremendously after the incident and provided a better way to communicate and reach out to the customers and receive genuine feedback. They had handled the situation excellently.

                As for United, they went about handling a negative situation a bit differently. They saw the true potential of an irritated customer and the internet can have on a company. Dave Carroll went through all the proper procedures in trying to get his guitar fixed, but United was not helping him out. He used social networking to get his message across once he came to the conclusion that United was not going to do anything to help him out. It wasn’t until after he put out the video and received large recognition that United tried to take action in helping him out. By that time it was too late and United had gained a negative reputation. Companies need to realize that especially in today’s age, social media is paramount. It may not directly increase sales but its main objective is to build the brand. Many companies now use twitter as a way to have 2 way communication with their customers.