Reading Response Week 4
Having read the Thompson Handbook, I have a greater understanding for the importance of context and knowing your audience. Choosing how you address your audience can ultimately effect how well you are able to reach them. Using these tools will prove to be helpful in the jetBlue case. In the jetBlue case we are addressing customers that are extremely frustrated with the company so it is very important that when addressing them you use the right tone, and understand how they are feeling. If you fail to acknowledge these things, you could upset these customers even more and lose future business. Also being able to view the situation from the customers’ perspective you make sure you adjust to their needs not your own.
The video I found on YouTube was of passengers finally disembarking from a jetBlue aircraft after being stuck on the aircraft for several hours. These passengers are being bussed back to the terminal and along the way they are sharing “kind” words about their experience. It is clear from this video that the audience jetBlue has to address is going to very hostile. These customers are very upset about being delayed on an aircraft for several hours only to go nowhere, never being able to reach their final destination.
I will address these passengers in my letter by being very empathetic. I will make sure that I address how they will be compensated for the inconvenience they experienced, how apologetic jetBlue is for not being prepared for a situation of this magnitude, what is being done to prevent these types of conflicts in the future, and ensure them that jetBlue is dedicated to providing the ultimate customer satisfaction. I will make sure that I use words that are not ambiguous, that my message is clear, and that it is concise. I will be straightforward and forthcoming with as much information I can in order to sure them that jetBlue is doing all that they can to resolve this issue.
Comments
Reading Response Comment
I like that you said choosing how you address your audience can ultimately effect how well you are able to reach them. I think this is very important especially in the JetBlue situation and the customers that were affected by the weather in February. I think taking an empathetic approach to your letter is also a good idea. I think taking the blame and apologizing for not being prepared are also good for your letter. I am also going to make sure my message is clear and concise but also give as much information about the situation. I am going to mention the Customer Bill of Rights to show that JetBlue is putting customer satisfaction first and working towards not having a repeat situation.
jetBlue letter
I think you have everything prepared to make sure your letter gets your message across and is truly understood. You have addressed the proper tone that you are going to take so that the customers truly understand where you are coming from and they know you understand where they were coming from. You mentioned all the right things that need to be addressed in the letter including compensation for their suffering. I also think that your video gave you insight in to exactly how the customers felt during their wait on the airplane. If you put all of this together you should have a great letter.
Comment
Like you said it is very important to make sure that you use the right tone and context when talking to a group of people, especially ones that are already frustrated with your company. You do not want to give these people another reason to not use your business again so you do not want to upset them. You want to gain back their business so it is very important that you make a good impression with your letter and let them know what you have done to ensure that it will not happen again. We also want them to be pleased with what we have done to fix the situation and spread it to others that have already heard the bad news.