JetBlue on YouTube JetBlue took an unusual and interesting CRM approach by using YouTube to apologize to its customers. JetBlue's founder and former CEO, David Neeleman, apologized to customers via YouTube after a very bad week for the airline: 1,100 flights were canceled due to snowstorms, causing thousands of passengers to be stranded at airports around the country.

Neeleman's unrehearsed, unrefined, and sincere YouTube apology made customers understand the issues and accept the company's apology. You are the founder and CEO of GoodDog, a large pet food manufacturing company. Recently, at least 16 pet deaths have been tied to tainted pet food, fortunately not manufactured by your company.

A recall of potentially deadly pet food has dog and cat owners studying their animals for even the slightest hint of illness and swamping veterinarians nationwide with calls about symptoms. Create a strategy for using YouTube as a vehicle to communicate with your customers as they fear for their pets' lives.

Be sure to highlight the pros and cons of using YouTube as a customer communication vehicle. Are there any other new technologies you could use as a customer communication vehicle that would be more effective than YouTube?

With all the new advances in technology and the many ways to reach customers, do you think using YouTube is a smart approach? What else could you do to help gain back customers' trust?