Why Won’t You Listen? AirTran Loses.
Your customers are armed. Depending how you treat them, they’re either a serious threat or a significant asset to your business.
So why do I feel compelled to write this? One reason: AirTran isn’t listening.
How You Listen during the Interconnected Age
With 1 billion on the Internet and 3.3 billion with cell phones, your customers can use their voices to reach a global audience with a couple clicks of the buttons. Here’s what you can do to make sure they’re saying great things about you:
- Start by providing great service & products
- Set up Google alerts for your company’s name and anything related to it
- Set up Twitter searches and Twitter alerts to find out what people say
- Reach out to those who feel wronged and listen with empathy
- Reach out to those who sing your praises and say thank you
How AirTran Failed Me
As I was flying from Boston to Indianapolis via Atlanta, the person who checked me in at Boston Logan International had to place me on a later connection flight out of Atlanta due to expected delays. When I asked what would happen if we made it on time, I was told that the gate agent would certainly let me on the original connection flight.
AirTran Loses
When we arrived in Atlanta, the captain had made up significant time and we were just a few gates away. Three of us ran to make the flight. Since the next flight out was 5 hours later, we obviously wanted to catch the flight we had booked and paid for. The man with his original ticket made the flight, while a woman and I were denied because we carried adjusted tickets.
Unfortunately, the gate agent decided it was too much work for her. Despite having the authority to reissue our tickets, she feigned powerlessness and insisted we had to walk two gates down to have the customer service desk issue us new tickets. By the time we walked the 200 ft, our AirTran customer service rep, Barbara H., said she couldn’t help us because the gate agent had closed the flight already.
Listening Makes All the Difference
At this moment, customer service reps can turn the tide by one simple step: listening with empathy.
AirTran failed at this crucial moment, because Barbara H. failed. She kept justifying why we weren’t allowed on the flight instead of saying something like, “Wow, we made a mistake and I can understand why you’re upset.” After getting no where, my fellow traveler and I accepted our fate and began to leave.
Then It Got Weird
Barbara H. refused to give the woman’s ticket back. Instead, she kept them on her side of the counter and said the woman had to take them. It was physically impossible given the height of the counter and the distance Barbara Howard’s work space was from us. I insisted that she hand them over and she refused claiming that my fellow traveller had been combative. My fellow traveler and I just stared in disbelief.
When it was clear we weren’t leaving, she called down to her male colleague from the other end of the counter and had him walk over to her station to physically give the tickets back. We were aghast. Barbara H. was supposed to be our advocate and now she was our source of frustration.
What Did I Do About It?
I first thought about calling AirTran’s toll free number, but decided it was too much effort with too little potential reward. Who wants to wait on hold in a noisy airport to be told that there’s nothing that can be done? Instead, I sat down and typed my frustrations into Twitter.
I had a lot to say and only 140 characters per post. You can read them: here, here, here, here, here, and here.
In a just a few key strokes, my words reached 200 people thru Twitter and about 100 more thru Facebook, since my Twitter feed goes directly into my Facebook account. Plus, everyone who reads this blog.
Truth be told, I would have done the same thing if Barbara H. had handled the situation well. I like to praise people for their good work more than I enjoy complaining about poor work. (See my Tweet about Megan’s service at Maggiano’s). Unfortunately for AirTran, they gave me only bad things to say about them.
Even worse, AirTran isn’t listening to me on the Internet either. How has AirTran responded? They haven’t. It’s been deafening silence.
And, I’m Not Alone!
Just Google “AirTran Hate”. Here’ what I found:
Joshua Klane isn’t happy. Charles Trippy is cussing about it. OhMyTrill is not thrilled.
What AirTran Can Do About It
First, they can improve their in-person customer experience. Second, they need to get on the Internet and listen to the conversations. Third, they need to give me and my fellow travelers reasons to say good things about them.
You can leave a response, or trackback from your own site.
November 22nd, 2008 at 10:10 pm
You go boy!
November 24th, 2008 at 7:57 am
[...] 33. Scott Henderson: MediaSauce Creative Blog Recent Post: Why Won’t You Listen? AirTran Loses. [...]
November 25th, 2008 at 1:32 pm
Maybe you should call that AirTran number (or possibly the contact form on their website http://www.airtranairways.com/contact/contact_us.aspx ) so that AirTran could discipline Barbra H. (possibly even let her go) instead of typing your frustrations into twitter. That is the reason why they have a toll free number. Also, how do you know it would have been a long wait and little reward on the phone? Have you called the number before? Or, you could have just skipped all of this mess and called for her manager right then and there.
So, looking at the other side of this, what did you achieved by sending those messages? Is Barbra still giving horrible customer service? Did AirTran change their hiring procedure?
November 25th, 2008 at 2:11 pm
Ben:
You bring up good points. I readily admit I could have called the number and asked for the manager. But at that moment, I felt like AirTran’s system was broken, not just the two people I had dealt with.
I did fill out the contact form on their website. It has a message that says:
“Due to the large volume of email we receive, we may not be able to respond to your message immediately. If your comments and concerns are time-sensitive, please call our reservations center at 1-800-AIR-TRAN (1-800-247-8726) or 678-254-7999.”
Since my complaint isn’t time sensitive, I’ll wait for their reply.
I twittered because at that moment, I knew my voice could be heard and that someone would empathize with me. (They did, by the way.) I blogged about it because I realized it was a good example of the risks companies face by not providing great services/products and not listening to their customers.
Who knows where this will end up. If AirTran won’t listen, I know someone who read this blog has gained insight they can use to improve their business or organization.
November 25th, 2008 at 10:22 pm
I had used almost verbatim the sections of my post that told the story. Here’s the reply from AirTran:
Dear Mr. Henderson,
On behalf of AirTran Airways, please accept my apology for any less than satisfactory service you received from our Atlanta customer service agent. All of our crew members are instructed to professionally perform their responsibilities while providing the highest level of customer service and I regret any failure in this instance. A copy of your comments has been sent to the department head for review and correction as needed.
All reservations are subject to cancellation without notice if the passenger is not present at the boarding gate at least ten minutes prior to the original scheduled departure time of the flight. In the event that a passenger is delayed by AirTran in arriving to the gate within ten minutes of departure time, we make every effort to accommodate that passenger.
Please understand that prior to push back, the cockpit crew must determine the weight of the aircraft according to passenger load. The ten minute rule was designed to allow ample time to calculate these figures prior to departure. When a significant number of passengers are added to the flight, the numbers must be re-evaluated, which can cause a considerable delay.
Unfortunately, it is not always possible to hold our flights for delayed connecting customers. This is an example of the complex decisions that must be made when customer service is weighed against a timely departure. Please understand we are trying to achieve a balance between the two.
Your continued support is important to us. We hope to have an opportunity in the future to better serve you and regain your confidence in our airline.
Sincerely,
Stacy Stevens
Customer Relations Department
AirTran Airways
I think they would’ve been better off just using the first and last paragraphs. The other two remind me when I try to justify to my wife why I screwed up. That always gets me in deeper trouble
December 1st, 2008 at 1:15 pm
Compare this with my recent NWA experience. (Note: I had already received 1000 miles for the flight being delayed about 1 hour).
6000 miles for the hassle. That’d be the equivalent of Airtran giving you 4 A+ credits.
Needless to say, I’ll be booking my flight to Singapore on NWA.
———–
Dear Mr. Ward,
RE: Case Number 6621013
Thank you for sharing your concerns regarding the broken seat while
traveling with us a couple weeks ago. On behalf of everyone at
Northwest and Mesaba Airlines, I sincerely apologize for the discomfort
you endured during this trip.
I am very sorry and certainly understand your frustration with the
broken seat, which did not recline. I can only imagine how
uncomfortable it must have been. I am sorry the rest of coach cabin was
full to give you another seat. Be assured that Northwest aggressively
competes for the opportunity to serve you and your comfort is of
paramount concern. Please know that feedback like yours will help us to
improve our overall customer experience. I also want to assure you that
I have forwarded your comments to our Line Maintenance leadership team
for internal follow up.
In an effort to express how sorry I am, I have added 6,000 WorldPerks
bonus miles. Please allow three business days for the miles to appear
in your account.
As our WorldPerks member, I hope I have been able to at least alleviate
any concerns you have about our service. Your business is important to
us and given the opportunity of serving you in the future, I am
confident Northwest will not only meet but exceed your expectations.
Sincerely,
Meggan Brandt
Customer Care
Northwest/KLM/Delta Air Lines
Original Message Follows:
————————-
NW/KL Customer Care Form:
Title: Mr
First Name: Brad
Last Name: Ward
Reply-To Email Address:
WorldPerks Number:
Street Address 1:
Street Address 2:
City:
State/Province: IN
Zip/Postal Code:
Country: US
Flight Date: 11/05/2008
Flight Number: NW3468
Origin City:
Destination City:
Ticket Number:
Confirmation Number:
Response Required: Yes
====================
Message:
I was in seat 7C, which I found out upon entering cruising altitude had
a broken seat. It would not recline at all, no matter how much myself
or the flight attendants tried. Being 6′3, 220 lbs, this made the
flight extremely uncomfortable and unproductive since I could not open
my small laptop after the person in front of me reclined.
There were 8 business class seats on this flight, I believe. All were
empty. Before we left, a younger student who improperly boarded as a
standby without being cleared at the gate was moved into a business
class seat.
When I asked if I could move into one of the 7 remaining seats (the rest
of the flight was nearly full, and the remaining window seats at that
point had been taken over by slouching/sleeping passengers who made
themselves in both seats), I was refused the opportunity. This was
extremely upsetting to me, knowing that I was a mere 4 rows from being
comfortable.
After I expressed that I did not need the free drinks or food and I just
needed a seat to be more comfortable in, I again was told that this was
not a possibility and I would have had to pay the $120 at the gate (now
1+ hour into the flight) to be afforded the opportunity to sit there.
I have flown NWA for nearly all of 2008 business travel, and have
already scheduled travel to Santiago, Chile in January. With a looming
flight to Singapore, Singapore in February, I want to book the tickets
but just can’t get myself to do it knowing that a MUCH longer trip might
potentially result in a similar situation with an equally dissatisfying experience.
Brad J Ward
February 5th, 2009 at 8:38 am
[...] I’m leaning toward the AirTran paper tickets as being the major hindrance and it seems that I might not be alone in thinking AirTran systems are [...]