I often get emails from readers asking something like: “I know you post a
lot of media disasters. Do you have a good example of a spokesperson doing
We’ve posted many good interviews through the years—but since there’s such
interest in the topic, I wanted to post one of my favorites, a May 2013
interview with Spirit Airlines CEO Ben Baldanza.
At the time, his airline had been ranked last in customer satisfaction by
Consumer Reports. Few executives want to go on television to defend such a
dismal ranking—but Baldanza appeared energized by the challenge.
Here’s the clip, followed by five things Baldanza did well.
He was on message
According to the old saying, the three most important things in real estate
are location, location and location. Baldanza was equally clear in his
messaging regarding what matters to his customers: price, price and price.
It’s clear that he knows his target audience—travelers who are willing to
put up with the indignities of travel in exchange for saving money.
Just check out his first three answers, in which he mentions price (or
fares) seven times:
Charlie Rose, CBS “This Morning” anchor:
So when you know that you’re at the bottom of the list, do you simply say
to them, “I don’t care, my planes are full?”
Ben Baldanza, Spirit Airlines CEO:
Well, what we say is that we care about what our customers care about,
which is price, and one of the things that Consumer Reports survey didn’t
ask is where do you get the lowest fare? And so they asked about legroom,
and they asked about check-in, and they asked about bag fees, and things
like that. But the total price that customers pay on Spirit Airlines is
less than they pay on anyone else, and that’s why they love us.
: But does that mean that you can’t have customer service and low price?
: We do have great customer …read more
Via:: PR Daily