JetBlue Shows How To Reinforce Value

I  just flew on JetBlue and paid the extra $50 to sit in the Exit aisle. I wanted to get some work done, so the extra space was worth the money. I was greeted by this message on the seat in front of me…

It says: “STRETCH! You’re in an EVEN MORE LEGROOM seat”

My take: All too often, companies “make a sale” and think they’re done with the process. As a result, customers  often wind up unhappy with their purchases. That may show up as more revenue, but it also leads to less loyalty. I’ll be talking more about the need for companies to revamp their overall “on-ramping processes” in an upcoming post, but I wanted to comment on JetBlue’s message.

JetBlue’s note on the back of the chair was a strategy that I call “reinforcing value.” After a customer has spent money on something (like upgrading a seat), why not make them feel good about their purchase. The JetBlue note also serves as a marketing message to the passengers in other rows.

You really need to design the post-purchase process to ensure that customers feel good about their decision to do business with you.

The bottom line: Making a sale is not the ultimate goal.

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (, a non-profit organization dedicated to the success of CX professionals.

4 thoughts on “JetBlue Shows How To Reinforce Value”

    1. Steve: Thanks for sharing the link. Companies need to deal with the reality that they operate in an imperfect world. JetBlue does a great job designing experiences for situations when problems occur.

  1. I love JetBlue. They do so many things the right way.

    I recently heard a similar story about a high end restaurant.

    They realized that couples often visited their establishment to celebrate special occasions (anniversary, birthday, etc.). The experience was enjoyable until the check arrived. The man would then proceed to pay the bill without a second thought.

    The woman, however, would experience buyers remorse. She would sit and reflect on how the money for the expensive meal could have been better spent on the family.

    Because of this buyers remorse, customer loyalty was affected.

    To combat the negative feelings the wife would often experience while the man was paying, the restaurant began delivering a flower with the bill. The flower acted as a distraction, and ended up resulting in an increase in returning business.

    Sometimes all it takes is a distraction or a reminder to encourage a customer to become a loyal fan.

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