Apology Marketing

This is how good companies take a mistake and turn it into a marketing opportunity.  They...

Take responsibility

"we subjected our customers to unacceptable delays, flight cancellations, lost baggage, and other major inconveniences."

Offer compensation for their mistake

"we have published the JetBlue Airways Customer Bill of Rights—our official commitment to you of how we will handle operational interruptions going forward—including details of compensation."

Tell customers exactly the steps they're taking to improve

"we have begun putting a comprehensive plan in place to provide better and more timely information to you, more tools and resources for our crewmembers and improved procedures for handling operational difficulties in the future."

Remind people of their brand promise

"This is especially saddening because JetBlue was founded on the promise of bringing humanity back to air travel and making the experience of flying happier and easier for everyone who chooses to fly with us."

Create a symbol that gives customers a reason to believe in their promise