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.