On Tuesday, I received an email from American Airlines. I have been an AAdvantage member for some time. The email talked about the airline's "reorganization" under Chapter 13 - aka bankruptcy protection. I appreciated the note, especially since the following day, I read about the bankruptcy filing on the front page of the Wall Street Journal. This is an example of a best practice...notifying and reassuring your base - your most loyal customers - before the public announcement. This makes your customers feel a part of the process and ensures they will continue to trust and be loyal to the company. It is also best to use your own wording when describing a new challenge that your company or organization is facing. You should always frame the message first (before the media, competitors, etc. do).
Here is an excerpt from the letter:
Dear AAdvantage® Member,
As you may know, on Tuesday, November 29, American Airlines filed for reorganization under Chapter 11. We took this action as part of our efforts to secure our long-term success in delivering the highest standards in air travel. We are committed to meeting your travel needs with outstanding customer service and safety, and it will be business as usual at American throughout our reorganization process. More than 80,000 people at American appreciate your loyalty and look forward to continuing to serve you.
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