Foremost, they must be offered numerous training programs, which are both for the benefit of the employee (increases his confidence) as well as for the organization, which, through investing in its human resource, will be able to offer services at superior quality standards. However an affective culture is not desirable within a professional business environment, the employees should be encouraged to address any complaints or dissatisfactions. In addition, the company should offer specialized assistance and counselling to those who need it. The counselling sessions could be addressed to employees facing personal difficulties or those which have been traumatized by an unfortunate airplane event.

All the human resource strategies are aimed at increasing employees' satisfaction on the job, unifying their individual goals with the organizational goals, motivating them to increase their performances and support JetBlue in reaching its overall objectives.

In regard to their customers, the airline company must improve the communications and implement a wide series of strategies that help them identify, address and satisfy the multiple needs of their clients. In this order of ideas, the decisions to be made relative to the audience could include: company hotlines, feedback, corporate talk shows, formal communication channel, informal communication channel, online discussion forums or televised/videotaped speeches and meetings.

The JetBlue hotlines could be...

They could have easy access to all the information they need on the company, its services, its schedules and its tariffs. The telephone communications could then be used to retrieve information from the customers, if they liked flying with JetBlue, what did they like or dislike; in other words, retrieving feedback. Feedback could also be retrieved by developing a discussion forum where customers can log on and share opinions. The company would not participate to the discussion as to not influence the audience, but would read the posted messages and resolve any complaints.
Then, the airline company should appear on numerous talk shows, grant interviews and make appearances on most media channels. This would increase their notoriety and capture the interest of the audience. The company should communicate with their audience through both formal as well as informal channels. All these would help the customer know the organization better, relate to it, become familiarized with the services offered and request them.

All in all, the goal set by JetBlue is rather difficult to achieve, but not impossible. All they need is the 100% commitment of their employees and significant efforts to satisfy their customers.

References

Case Study: JetBlue Headquarters, Forest Hills, New York

Monin, N., 2004, Management Theory: A Critical Reading, Taylor and Francis Inc.