How JetBlue Listened on Twitter [Case Study]

I recently purchased a ticket to fly from Boston to Denver over Columbus Day weekend. A few weeks passed and, when a local conflict required me to change my dates of travel, I logged onto the JetBlue website and clicked the link to “change entire itinerary.” I gladly paid the $100 surcharge to reschedule my flight.

Less than 24 hours later, I realized I needed to change it again. I didn’t want to spend another $100 and I tweeted @JetBlue to inquire if the rumor was correct that I could amend my flight information without paying a fee.

@jetblue Your website indicates 24-hr period to cancel reservation without a cancel fee if travel for 7+ days away. Can I do it online?

— Ari Herzog (@ariherzog) September 19, 2012

They were quick to respond and we tweeted for a few minutes.

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JetBlue’s Twitter team suggested I call their toll-free phone number and explain my situation.

I called.

Katie wanted to help me, and even put me on hold to check with her supervisor, but because of my circumstance she could not.

I went back to @JetBlue and asked for a second opinion.

We tweeted back and forth some more — here is a link to those tweets — and we moved to private messaging so I could share my confirmation number in confidence without the world seeing it.

I also elaborated the entire episode on JetBlue’s Facebook page (and you do not need a FB account to view that here) and referred to that link in my tweets.

JetBlue investigated my situation and, unlike their telephone colleagues, offered me a customer courtesy, waived the $100 fee, canceled my itinerary, and opened up a block of credits.

I promptly confirmed new flight details with my cousins in Denver and booked a new flight with the credited money.

@JetBlue didn’t have to help me. But they did. They listened to my tweets, engaged me publicly and privately, and proved once again why they are such an excellent company with amazing customer service.

When I teach digital marketing classes, my students routinely ask me why they should tweet and how businesses should use the channel for customer service. I usually tell them the case study of Comcast on Twitter. I can now talk about JetBlue, too.

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