Jetstar’s recent one page apologetic newspaper advertisement to the public of New Zealand didn’t quite do it for me. I’m sure it was published at great cost with the best of intent but i think the money could have been better spent much more effectively elsewhere.  So let’s examine how Jetstar could have done better.

My major premise is based on basic human factors. Jetstar customers (past, present and future) will effectively have a personal relationship with Jetstar. They will expect to be treated humanely and receive great service. They expect to be respected by Jetstar as human beings at a personal level. And they in return will pay for this. Customers who have taken the time and effort to complain have started an even more personal relationship. They have given up their time and emotional energies and proactively communicated with Jetstar. Their feedback is invaluable to Jetstar improving its ongoing performance. A two-way channel of communication is open and working.

But then Jetstar chooses to use a one way channel to communicate the apology. There was no chance for the customers to give feedback, no mention of a website link that might enable the two way communication to start up again, no attempt to contact the database of email addresses it undoubtedly has, nothing. We are sorry, please don’t write us off in the future – end of discussion.

So here’s what i would have done:

• Created a specific apology webpage where customers could continue the conversation and help re-establish the relationship. Customers could simply post feedback, ask questions, maybe receive a small token of appreciation for making the effort to start up the relationship again – 20% off next trip – something.
• Accessed the email database and sent all customers a personal message of apology.
• Started a competition for all customers as a way of saying sorry. $X,000 worth of travel vouchers, hotel vouchers, petrol vouchers – whatever. 
• A special prize given to the top 10 customers who got affected the worst.
• Listed what was going to change going forward to give the customers confidence that lessons had been learnt and were not going to be replicated again.
• Adopted a proactive tone and manner rather than an apologetic one. “yep, we stuffed up and we are sorry but it is not going to happen again, no way. We will do everything we can to provide you with the customer experience you deserve and that we are known for in Australia.” 

Ultimately, actions speak louder than words. Customers will purchase more off you if they have a two-way relationship with you and you have a proactive manner when things go wrong.