Business Driven Technology 6th Edition by Paige Baltzan

Exercise 38

JetBlue on YouTube
JetBlue took an unusual and interesting CRM approach by using YouTube to apologize to its customers. JetBlue's founder and CEO, David Neeleman, apologized to customers via You- Tube after a very, very bad week for the airline: 1,100 flights canceled due to snow storms and thousands of irate passengers. Neeleman's unpolished, earnest delivery makes this apology worth accepting. But then again, we were not stuck on a tarmac for eight hours. With all of the new advances in technology and the many ways to reach customers, do you think using YouTube is a smart approach What else could JetBlue do to help gain back its customers' trust
Project Focus
You are the founder and CEO of GoodDog, a large pet food manufacturing company. Recently, at least 16 pet deaths have been tied to tainted pet food, fortunately not manufactured by your company. A recall of potentially deadly pet food has dog and cat owners studying their animals for even the slightest hint of illness and swamping veterinarians nationwide with calls about symptoms both real and imagined. Create a strategy for using YouTube as a vehicle to communicate with your customers as they fear for their pets' lives. Be sure to highlight the pros and cons of using YouTube as a customer communication vehicle. Are there any other new technologies you could use as a customer communication vehicle that would be more effective than YouTube