Yes. Spanair will have to go the extra mile to win back customers.

I can think of other ways that airlines do that are proactive. For example, there are perks other airlines would give out or sell as a sign of being proactive. MH for example, would sell high speed train tickets onboard their a/c when flying to KUL, to get you from the airport to central Kuala Lumpur. Or flowers that are given out to pax before landing on TG and perhaps Air Tahiti Nui. VS is being proactive by sending comp business lounge cards to Silver Flying Club members. CO still has "old school" airline service by serving meals to Y class pax on med/long haul US domestic flights. Another good perk some airlines use that IMO make an airline proactive is not charging for at least the first checked baggage on US domestic flights.