"For customers who experience a Ground Delay for more than 5 hours, JetBlue will take necessary action so that customers may deplane. JetBlue will also provide customers experiencing a Ground Delay with food and drink, access to restrooms and, as necessary, medical treatment."

Mr. Neeleman has done a good job of getting involved and spreading the word.  But, his efforts and this statement only address half the issue in my opinion.  Five hours?  Still excessive.  I appreciate the promise of food, drink and restrooms, which I expect to receive regardless of if those rights are inside a bill of rights document, but five hours on the tarmac before it's deemed as too long?  Three is enough for me and I'm at my limit.

When observing the overall situation, isn't it crazy that only after a few stories get national headlines and the government takes notice that finally something is being done?  Logic tells me that there have been countless complaint letters addressing these long delays on the tarmac for years now, but the airlines have turned a cold shoulder to them.  How can any high-end airline executive sit in his office and think it's okay to have someone trapped in a grounded plane for 11 hours and not do anything about it?  Wouldn't it have been much more commendable if they had come out and done this voluntarily two years ago?  Remember, even though they tell you they are doing this voluntarily, it's not so.  It's just like a baseball manager who is doing a terrible job and is given the option to 'retire' versus being fired.  There's a PR angle behind almost everything.

Another business recently bowed to consumer complaints and government regulation.  The quick-loan industry has suddenly become ethical with the creation of a payday loan council to advise consumers on wise use of these services.  Just as in the case with the airlines, no one wants new rules from the government concerning their industry, and they'll wiggle as much as they can to avoid it.

Although these are examples of how to invite a PR crisis, there is a lesson to be learned here.  Are there areas of opportunity in your own business where you could better serve the customer before reaching the PR nightmare stage?  I'll admit, there are opportunities where I could do so in my own business, but they aren't always as high on my priority list as they should be.  'If it ain't broke, don't fix it' only applies in so many situations and customer service is not one of those.  Your customers are your life-blood and are not to be taken lightly.  Think proactively.  My father always had written somewhere on his desk, 'Proper Planning Prevents Poor Performance'.  The 5-P Theory.  Jet Blue, American Airlines, and the payday loan boys did not plan ahead and are now suffering the consequences.  Learn from their mistakes and you'll be leaps and bounds in front of your competitors.

There are truly no limits here.  Look at these pairings and see how brands and expectations go hand in hand:

Wal-Mart        :          Price

Target            :          Selection

BMW             :          Performance

Mercedes       :          Luxury

Google           :          Innovation

Volvo             :          Safety

Disney           :          Family

Oprah            :          Community/Women's issues

Trump            :          Success

Customers come to expect certain experiences from their favorite brands, and these expectations are no mistake.  Companies plan far in advance how they want to position themselves in the public eye and spend lots of money to drive that image home.  Everything they do is tied to branding.  This reinforces the brand and builds customer expectations.  So, using that thinking track, would you expect to go to Wal-Mart and find a Rolex watch?  Would you search for a budget-priced car at a Mercedes dealership?  How about watching Oprah to get the latest buzz on punk rock bands?  These expectations simply don't match the brands.  As a business owner you must tailor your brand very carefully, setting the expectations of your customers and then delivering on those expectations.  Again, and this is important, there is no limit on what you can do.

You may think, "Surely George, there are some limits.  It's not like I can treat my customers with disrespect and expect them to returnÃÂÂ" 

Actually, you can.  And you can make them like it.

Chances are, if you live in Dallas, San Antonio, Chicago, Boston, Myrtle Beach or San Diego, you have heard of Dick's Last Resort.  Dick's is the prime example of setting customer expectations, as wild as they may be, and delivering with precision.  Dick's positions itself as a place to go and get insulted.  No, you're eyes are not deceiving you, they pride themselves on being dry, sarcastic and putting the guest on the butt end of a joke.  Servers are hired with wit and humor as a required skill.  The establishment makes no excuses and tells customers as they enter, "You've been warned!"  Servers verbally spar with guests.  Bartenders shoot insults at groups of women.  Itss your birthday? Forget about it! You're a prime target for whatever embarrassing attention the staff can shine onto you.  Dick's obviously still takes care of the guests as any other establishment would and do it well, otherwise they wouldn't have any business at all.  But, who hasn't watched one of those Friar's Club Roasts on Comedy Central and thought what fun it would be.  This is the magic of Dick's success: Insulting, but all in good fun.

I encourage you to find your own voice.  What messages are you sending to your guests, just as major brands do everyday, and what expectations are you setting?  Are you delivering on those expectations?  Be creative, be daring and determine what it is you want your company to be.  Anything goes.

1. Encouraging more smiles.  Make it policy!
   
2. Everyone (yes, even the boss!) acknowledges customers who pass within 5 feet
3. Begin a hand-written thank you card program for recent guests or clients.  Key words here: Hand and Written
4. Build a mailing list to personally invite customers to special events
5. Shake more hands
6. Look customers in the eye and build trust
7. Tell customers thank you at least 10 times a day
8. Call customers when you don't need to and when they don't expect it
9. Remember names and use them often
10. Don't stay in your office.. Get out and get involved.  Be visible!

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