How JetBlue Handles Social Customer Service During COVID-19

Jul 17, 2020

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Laurie Meacham, the Manager of Customer Support at JetBlue, joins the Social Pros Podcast to talk about the importance of empathetic marketing and showing humanity towards customers on social media.

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Remember to have humanity

When COVID-19 hit, many brands were not prepared for handling a crisis of this scale. It was uncharted territory for many of us and it still is. COVID-19 has not ‘gone away’ and as social practitioners, we have had to scramble to adjust and fine-tune our content in response to the COVID-19 crisis.

From postponing brand announcements to canceling live events and adjusting content calendars, it has not been an easy transition, to say the least. However, one thing that I think we can all agree on is the undeniable importance of aligning your social customer services in response to the crisis.

Customers are firing more questions at brands than ever, and they’re using social to do it. Laurie Meacham, the Manager of Customer Support at JetBlue, has handled social customer service during COVID-19 perfectly. Think about it, this is a company that, like many others, has been hugely impacted by the global pandemic. Flights were (and still are in some cases) presumed canceled, and people are hesitant to even step foot on a plane. But, above all else, customers want answers, and Laurie and her team are right there, in the trenches of social media, to answer customers questions and show humanity during a highly stressful and uncertain time.

In This Episode:

04:27 - How JetBlue’s virtual customer support team is structured
09:08 – A look at how JetBlue’s remote workforce has operated for over 20 years
11:23 – Tips for working remotely and managing a remote team
13:33 – How the ‘rules of engagement’ have changed
16:58 – How JetBlue have handled customer service on social during COVID-19
22:08 – How the ratio of ‘social media chatter’ has changed lately
24:36 – What channels consumers are using to get in touch with JetBlue’s customer service team
27:36 – How people have shown support (or a lack thereof in some cases) during COVID-19
31:34 – How JetBlue’s ‘Healthcare Heroes Programme’ works

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