JetBlue Chairman on Loyalty, Brand, & Delighting the Customer – Points Programs Create Laziness

by Adam

Joel Peterson, chairman of the board at JetBlue Airways and Stanford business school professor, spoke with MarketWatch and covered brand strength, loyalty programs, and how airlines can differentiate in the current environment by making customers happy.

In the video, Peterson reminds everyone that JetBlue was the originator of the Customer Bill of Rights. He also had a few interesting quotes on branding and loyalty:

“A brand is a habit, if customers don’t have to think about it, your brand is really strong.”

“People buy loyalty via points systems. Loyalty programs are very powerful and have made us lazy, you don’t have to delight customers all the time because there’s such a monetary incentive to keep them.”

Check out the short full video interview below:

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1 comment

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1 comment

Rjb June 17, 2017 - 6:23 pm

I fly JetBlue twice a week or so. The last 6 weeks have been brutal at JFK. Most of my flights have been delayed 2+ hours or more. I like JetBlue but I’m not delighted right now. Please reduce your schedule at JFK to improve ops or I only have any choice other than to say adios!


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