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Mark Goren at Transmission Marketing related a story about how little Spirit Airlines cares about its customers. Seems the CEO accidentally replied to all on a customer complaint, which eventually made its way to a blogger: “Please respond, Pasquale, but we owe him nothing as far as I’m concerned. Let him tell the world how bad we are. He’s never flown us before anyway and will be back when we save him a penny.” Ouch! So, how does Spirit Airlines recover? It’s time for them to enter Social Media Rehab, and here are the 12 steps they need to follow:
The irony of it all (besides the company name being Spirit) is that it could have gone very differently. A good customer experience would have yielded positive word of mouth (FREE ADVERTISING!) and increased Spirit’s sales. | |||||||
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5.00 (Excellent) Vote:
October 2007 Wow - actually I'm going to be pretty ruthless but I think any CEO, mistake or not, who speaks so arrogantly about their customers has an issue and may have to go. Even if he didn't reply all - what message is he sending to his team. No one is perfect and yes there are times when some customer complaints are tricky but I'd expect a guy who runs an airline should know better. After all the airline industry gave us the famous "Moments of Truth" book by Jan Carlzon - which says all customer feedback is gold. No this is more fundamental than email skills and a bit of social marketing work. A new CEO with a customer focussed culture. I think the board needs to do something out of the box and conspicous. How about create a "consumer board" say 10 consumers selected from frequent and non frequent travellers and task them with the resources and ability to listen and respond to consumer feedback - a web 2.0 strategy to engage the community to make it the consumers choice.  Reply
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3.40 (Average) Vote:
October 2007 It sounds like the CEO needs to go on an IT course at his local college, perhaps he can learn how to use an Excel Spreadsheet and write a Word Doc while he is there
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3.00 (Average) Vote:
October 2007 ouch - the power of "reply all"!
these CEOs need to get a little more computer & internet savvy Reply
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5.00 (Excellent) Vote:
October 2007 "So, how does Spirit Airlines recover? It’s time for them to enter Social Media Rehab, and here are the 12 steps they need to follow:" I doubt they do any of these steps, with real meaning anyway. so what will happen Spirit Airlines. The same DOOM as the other companies that dont care about their customers. They end up closing. Reply
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5.00 (Excellent) Vote:
October 2007 what should happen to the person who says "screw him" in the email? Should he be let go or rehabilitated?
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(October 2007) (
