Magazine article Work & Family Life

Why Airline's Apology Was Called 'Just about Perfect'

Magazine article Work & Family Life

Why Airline's Apology Was Called 'Just about Perfect'

Article excerpt

In the annals of good business apologies, writes Peter F. Goolpacy, Ph.D., JetBlue's was iust about perfect-well timed and effective after a holiday weekend of long, frustrating flight delays.

Basically, the airline company said, "We're embarrassed. But most of all, we are deeply sorry.. .for the worst operational week in [our] seven year history."

The apology came directly from the company's founder and CEO-in three forms:

A letter to its customers,

A video posted on YouTube, and

The announcement of a new Customer Bill of Rights.

The company did not blame the weather or the fact that it was a particularly busy President's Day weekend when the delays occurred.

The letter stated:

"Words cannot express how truly sorry we are for the anxiety, frustration and inconvenience that you, your family, friends and colleagues experienced. …

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