JetBlue delivers this service by offering additional preflight
and on-board conveniences that other low-cost carriers do
not provide as a whole package. Before traveling, customers
benefit from JetBlue’s simple-to-use reservation system,
ticketless travel, and preassigned seating. The cabin
features leather seats and an additional two inches of leg
room than most carriers. As previously mentioned, on
board JetBlue passengers receive free DIRECTV service,
and its Embraer E190 planes have XM Satellite Radio.67 To
improve the customer experience, JetBlue added healthier
snacks and, as of November 2006, offers a 100 percent
transfat-free selection. All snacks are complementary and
unlimited.
All passengers on “shut eye” flights receive a comfort
kit from Bliss, which includes earplugs, lip balm, an eyemask, and hand lotion. Crewmembers wake customers
with the smell of Dunkin’ Donuts coffee and offer a hot
towel service.68
It is valuable to customers to have their flight depart as
planned. To provide customers with confidence, JetBlue
focuses on its completion rate, even at the expense of its
on-time rate. At the end of third quarter 2006, JetBlue
had a 99.6 percent completion rate. In addition, customers
want to be confident that they will have their bags
at the end of the flight. At 2006 year-end, JetBlue was
ranked number 1 out of the 15 busiest airlines in regard
to the least number of lost or mishandled bags.69
A critical factor in achieving superior service is employee
moral. As Neeleman has stated, the crewmembers
are the “real secret weapon.”70 His philosophy is that if
crew members are treated well, they will in turn treat the
customers well.