Last Wednesday I flew from Boston to Philly on a midday JetBlue flight.
I’m a nervous flyer, even when the weather is cooperating. Last Wednesday, it was not.
It was stormy and rainy, and so the flight bounced around aggressively in those 59 hellish (for me) minutes; by the time we landed at PHL airport, I felt how an ice cube might feel inside a cocktail tumbler shaken by a jacked bartender.
So, as soon as we got the OK, I bolted out of my seat and out of that plane to thank baby jeebus and kiss the ground my feet were happily back on.
In my haste, I left behind the book I was reading. It was a copy of Austin Kleon’s Show Your Work that the author himself had signed for me just weeks before, when he keynoted the MarketingProfs B2B Forum. I didn’t realize the book was missing until I got to my hotel in downtown Philly. Dammit.
I sent a tweet:
I just realized that I left my signed @austinkleon book on @JetBlue flight from BOS > PHL today. Dammit. Dammit. Dammit!
— Ann Handley (@MarketingProfs) October 22, 2014
I know JetBlue is responsive on Twitter; I’ve chatted with them before there. I’ve also professed my love for the JetBlue culture. But when I sent that tweet last Wednesday night, I realized I had pretty much kissed that book goodbye. I mean, it wasn’t an iPad or a laptop or a coat or a backpack or a child (!) left behind—it was a $10 book.
Mentally, I’d moved on, and I was already plotting the logistics of sending Austin another book to sign since he’d offered as much when he saw my tweet.
JetBlue had seen it, too, and asked whether I had reported the book missing at the airport. But no, I had not. Because I was already at the hotel.
Ah, well. My mistake. Lesson learned. At least the airline responded—so thanks anyway, JetBlue.
That was that, I thought. But that wasn’t that, it turns out. A little more than an hour after my original tweet, JetBlue tweeted again: The ground crew in Philly had found my book!
@MarketingProfs Yeah, sounds like our PHL team found it! Just give ’em a call at 215-365-3153. — JetBlue Airways (@JetBlue) October 22, 2014
They were holding it for me at the airport. And sure enough, the next day, at the Philly airport, someone from the JetBlue baggage office delivered it to Gate 73, where I was waiting to board a plane back to Boston. When I went up to the gate desk to claim it, they said, “Hey, Ann! I guess you lost this yesterday.”
I was sad about leaving this on a flight. @JetBlue found it & delivered it to me! Holy. Wow!! @austinkleon @PHLB6GM pic.twitter.com/nbm1oHwwIZ
— Ann Handley (@MarketingProfs) October 23, 2014
I was in Philadelphia to keynote the Ascend Digital Marketing Summit, email company AWeber’s inaugural event. On stage, I talked about the importance of creating experiences for your customers—of the need to think of your content as a kind of “gift” that meets their needs and helps them, a gift with a sense of style and personality and empathy. But also, the gift of systems and processes that work.
Later in the day at the event, my friend Peter Shankman said, “People expect to be disappointed” when they interact with brands. You can choose to not disappoint them just by doing the bare minimum—just by doing what you promise you’ll do.
But you can also “dial it up to a 5 just by doing the things they don’t expect—going above and beyond,” Peter said. (I’m actually paraphrasing here, but it’s pretty close to his actual words.) The idea being that excellent customer service is the equivalent of good marketing.
So was JetBlue’s rescue of my book customer service… or was it “marketing”?
I guess the bigger question might be, in this age of social media and content: What isn’t marketing?
Let’s put this story in a broader context. What can we all learn from JetBlue’s book rescue?
1. Go a step (or two) (or 12!) beyond the minimum. Deliver true value—don’t just do your job. For some brands, a step or two beyond the minimum might be to just respond on social media.
2. Make social the central nervous system, not just the face. JetBlue’s social media team doesn’t function in a marketing or customer service silo—clearly, they’re empowered and connected to the larger organization.
Some companies treat their social media accounts as the ears or face of an organization, which is fine. But at JetBlue, social feels like part of the central nervous system.
More evidence of that was when I called the telephone number JetBlue had given me on Twitter. I was braced for one of those awkward, circular conversations we’ve all experienced when we’re calling a division of a large brand, when you’re trying to quickly recapitulate your issue and the backstory and the reason for the call.
But as soon as I said my name, the voice on the other end said, “Oh hey Ann! Your book is right here.”
Did you see catch that? I never even had to explain why I was calling.
3. Make your people accountable. Chris DeFelice, who is one of two JetBlue social media people located in Philly, told me later than in the culture of JetBlue, “every customer matters.”
“I monitor PHL on Twitter and reach out to my team to help customers live,” Chris told me.
Although JetBlue’s social response team could have people located anywhere—from Peoria to Prague to Philly —having some of its representatives physically located in JetBlue’s own markets clearly creates a greater sense of corporate and civic accountability.
* * *
So again: Was JetBlue’s rescue of my book customer service… or was it “marketing”?
I’d say yes.
Ann,
I love this piece, but especially this part: “Some companies treat their social media accounts as the ears or face of an organization, which is fine. But at JetBlue, social feels like part of the central nervous system.”
Thanks for sharing a fun story and weaving in a valuable lesson (again).
Cheers — Hunter
Thanks, Hunter! And thanks for having me in Philly… a successful trip all around! Your event was fantastic. :D
It’s customer service. But the divide between customer service and marketing evaporated when consumer review sites came into fashion, and customer service became a spectator sport.
The book rescue itself was customer service. But the result of that — this post and the social ripples as a result — are marketing. Which is why there really isn’t much of a line at all… to your point.
Customer service for sure. But increasingly, the lines blur – marketing, comms, customer service, sales…all of it is the face and hands of the organization. As it should be!
Exactly, Woody!
Hey Ann
I enjoy blog posts that weave a personal story into a branding message – thank you! <3
I wonder whether Jet Blue offers similar levels of customer service to 'regular' travelers (those who are not popular or known to the brand) though? I would love to learn more about their level of commitment!
You have certainly piqued my curiosity – thanks again! :D
Kit
JetBlue seems very responsive to even those with far fewer followers than I have on Twitter. I don’t see a lot of discrimination based on follower counts. And while I’ve interacted with them on Twitter and written about JetBlue before… I honestly wouldn’t say I’m known to them, by any stretch!
And yes — I really am not a fan of flying…. even though I do it all the time. So yes — you, me, same page!
BTW, I am glad to find someone else who is scared of flying! Oh dear – I hate that feeling of helplessness :-(
lol – good to know I am not alone ;)
Kit
Marketing can comprise just about everything, including a genuine smile from the stock clerk as he walks past the reception area.
Btw, the cover of the book looks interesting. Are you strongly recommending the book as well?
I agree Stan.
Re Austin’s book: It’s a fantastic, quick read. Also check out his first book, “Steal Like An Artist.” I like the way he frames creativity in a social media world.
Ann–
I love “social media as the nervous system of your business”.
Also, value matters in the eyes of the beholder. What value do the special things you do have for your audience? For example, the fact that you signed copies of your book for the presenters at MarketingProfs B2B forum in Boston.
Happy marketing,
Heidi
Heidi Cohen
Actionable Marketing Guide
That’s true. Heidi. Well put. Mostly I was trying to rationalize the (apparent) loss of the book…
Love that central nervous system tip. You know, someone once told me that three parties are positively affected by any act of kindness, the person offering the kindness, the person receiving the kindness, and anyone observing. I’m pretty sure I started taking JetBlue for my Northeast trips because of you.
Wow, really? And you stayed for the DirectTV, right? :)
That’s good to know… and I like how you describe an act of sharing. Nice.
Great post, Ann! I love examples like this. But, I’m also interested in the book (product placement? lol). Would you recommend it? I’ve never read anything by Austin Kleon. Thanks!
Hi Jeremy — See his site here: http://www.austinkleon.com.
As I told Stan (above) — I like how Austin frames creativity for a social media world. It’s a fast read that feels like giving yourself a bit of a gift…. if you know what I mean.
Amazing to see that people are catching onto this whole “marketing is customer service” thing. I’m blogging maybe 1-3x a year these days and this article is very timely: Why Customer Service is the Future of Social Marketing. Glad you agree, Ann ;) It’s nice to see that some people are forward thinking and that JetBlue is doing it right. Awesome story.
I like the way you think, Tamar… especially around customer service as the new sales channel. I need to think more about that. (Really like that piece, too. Thanks for sharing it.)
Well both, of course. But really more customer service. I think YOU – to JetBlue’s hopes – turned this into marketing.
Great post, as always, Ann.
Time for Livefyre? DO IT!
Marketing is the easy part, it’s living up to the promise that brands find difficult. I’ve had a ton of clients tell us what they want to stand for and what they want people to think of them, but if that’s not who they are, there’s nothing I can do to help them long-term. Marketing in any form, whether by traditional means or social media might get people in the door once, but it’s the employees and customer service that truly affect how people see your brand.
Yes — especially when you’re in a commodity business. Thanks for the comment, Josh!
Wowie-zowie, Ann!
What an amazing story. There are so many companies claiming to put the customer at the heart of the company, but end up struggling because the corporate culture isn’t thriving.
How awesome is that knowing that you are empowered as a person (and employee) to do your best to make every customer’s day the absolute best? To go over the top to deliver “blow your socks off” customer experiences?
I think JetBlue delivers more than customer service. They deliver Customer Care which to me means they are interested not only in delighting their customers, but also their employees, shareholders and the community at large. Geez. I’m so excited I want to work for JetBlue!
I think what’s key here is your line: “empowered as a person and employee… to go over the top.” Not many companies do that, do they?
The passenger experience on JetBlue is clearly distinct from that of an “airline.” And as your post shows, they keep social media “social.”
Love that airline. Love your story.
Thanks, Jack.
Great story, Ann. And in my opinion, customer service absolutely IS marketing (or at least part of marketing, which includes lots of other elements too). Because marketing = managing perceptions, motivations and expectations.
PS When I got home, I had a message on my home phone from Jorge at JetBlue… telling me that they’d found my book. So.. yeah.. great story indeed. Thanks, Kay!
Glad to hear you had such a great experience. Be careful of your assumptions, though. I had a bad time with a lack of customer service at Jet Blue after I left a craft project on a plane. Maybe you had a good experience because you have twitter followers and Jet Blue hopes to gain from good press from treating you well.
Hi Stacy – I’d like to think that JetBlue treats all customers the same. I didn’t get the sense that I was getting any kind of preferential treatment based on social street cred or Twitter followers or whatever. And other interactions I’ve had with the airline were equally positive and above expectations, even without any kind of implied social influence. For example, I wrote about a gate agent starting a trivia contest when a Friday night flight was late:
http://www.annhandley.com/2013/08/25/jetblue-when-a-marketing-slogan-is-more-than-a-marketing-slogan/
JetBlue seems to be doing something right, as relates to customer service and culture.
But clearly your experience differed from mine. So, sorry to hear that, Stacy. And thanks for the comment.
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I love this story. This is a case of a brand being so remarkable that you felt compelled to talk about it. You had a “Purple Cow” experience with JetBlue – a la Seth Godin’s Purple Cow book: be so remarkable that people talk about you.
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