Up until last week’s snowstorm that hit the Midwest and East Coast, high customer satisfaction scores seemed to indicate that JetBlue Airways employees “worked and played well with others. As this low-cost airline discovered, it is one thing to provide outstanding levels of customer service when things are going smoothly; it is quite another to perform flawlessly under difficult conditions. Instead, this seven year old airline based in New York City’s JFK International Airport left passengers sitting on airplanes on the tarmac for upwards of nine hours and countless others stranded in terminals around the country , almost a week after the storm hit and when other traditional airlines are back to normal.
The following statement from David E. Neeleman, founder and chief executive of JetBlue Airways was the quote of the day in today’s New York Times.
“We had an emergency control center full of people who didn’t know what to do. I had flight attendants sitting in hotel rooms for three days who couldn’t get a hold of us. I had pilots e-mailing me saying, ˜I’m available, what do I do?’ “. Oh my.
The article goes on to say that Neeleman was mortified by the situation and admitted that the management of his company was not strong enough and that the major culprit was an inadequate communications system. (When I checked their website this morning, the last update was yesterday at 5PM!) He promised that 100 corporate employees would be trained to “backstop the problem within two weeks and that performance would be “flawless in a month. I’d love to be a fly on the wall in this company. Sounds like there is a lot of blaming present. My fear is that there may be a lot of yelling and screaming to come that will only make the situation worse.
For what it is worth, I’ll offer this observation. When I checked the Jet Blue website this morning and click on a few links I came upon David Neeleman’s background. It seems he fits the classic profile of an entrepreneur , left college after three years, started up a number of ventures, and had an excellent track record of seeing a need and then attracting the financing to make a business to meet that need a reality. And so JetBlue was born. I know a lot of entrepreneurs and they all tell me that that the thrill for them is in the startup. Taking an idea and developing it into a business proposition is what turns them on , not the day-to-day operations once the business is started. They leave the running of the business to the management talent that they hire and the importance of that step cannot be underestimated. If Mr. Neeleman believes that the management of his company is not strong enough than he needs to assess what elements must be present that are not there now to build a strong management team.
Clearly, like a paramedic at an accident scene, JetBlue needs someone internally to step up, access the situation, and quickly stop the bleeding to get the airline back on schedule and repair damaged customer relationships. Then there needs to be a non-blaming conversation to agree on what needs to be present , such as contingency plans, an improved communication systems, and crisis management protocols, for example – so that this situation does not happen again. I think what Mr. Neeleman and others will find out that for the traveling public low cost is not enough of a value proposition to sustain an airline. Reliability and the ability to respond to changing conditions under situations of complexity and ambiguity are required.