Tom Brollini had to cancel a recent American Airlines flight because of health problems. He was left with the impression that he had until mid-October to rebook the flight — a common misunderstanding, as I’ve noted in the past.
In fact, Brollini’s ticket credit had expired. Was he out of luck?
If I had to call it, I’d say “yes.” Compassion is in short supply in the airline industry. American would have told him to get lost.
I would have been wrong.
Brollini explains:
I contacted American Airlines via email. Within two days I had a response from Anita Jackson of their customer relations department.
She was very nice in saying, “Sorry you screwed up,” and said they would not only re-instate the ticket but would give me a voucher for the whole ticket amount.
There was no re-issue charge. In addition, it is for a whole year from the date of the email.
Now that is customer service going above and beyond!
I agree.
But I also wonder: Why can’t every customer service interaction be this positive?
Let’s have a closer look at Brollini’s case. He had already paid American Airlines, but had to cancel his ticket. Under its rules, he was offered a voucher that was valid for a year from the date of his ticket purchase. How would extending that date hurt the airline’s ability to make money? The amount of revenue lost would be negligible.
How much goodwill would be generated? In Brollini’s situation, a lot.
As I noted in a story last year, a negative customer service experience with United Airlines made him inflict financial pain on the airline:
When United Airlines lost Tom Brollini’s luggage on a recent trip to Hawaii, he didn’t get mad. He got even. The airline refused to cover his costs for toiletries and a change of clothes, and when it recovered his belonging three days after he arrived, it offered him a $50 discount off a future flight. “Needless to say, all I got was the run-around and nastiness, all the way up to the corporate level,” he says. So Brollini, who was then a military officer in charge of recruiting, instructed his travel department to never use United again. His decision cost the airline anywhere from 250 to 300 roundtrip tickets before Brollini retired. “I conservatively estimate I lost them the potential at $150,000 plus in business,” he adds.
Brollini says he’ll continue to give American his business, and encourage others to do so, because of one agent’s compassion.
(Photo: VancityAllie/Flickr Creative Commons)
{ 4 comments… read them below or add one }
Hello Mr/Ms Airline Executive and Staff! This is a wake-up call especially for YOU! Be kind to your customers (every time you have contact with them) and they will be yours for life. Be something other than that, and, oh well, YOU LOSE!
But I also wonder: Why can’t every customer service interaction be this positive?
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You think possibly after the 80’s and 90’s where everyone caught on that if you COMPLAIN to the airlines, they’ll throw vouchers, meals, upgrades and miles at you?? YA THINK? Even the slightest inconvenience was a reason to put your hand out, because the airlines would appease you in the name of customer service. They, too caught on and now look at these cases more closely.
LESSON FOR THE TRAVELER: dont just look at the ticket price when purchasing, there’s RULES that come with them.
The traveler ‘hit it lucky’ with AA. That is NOT the ‘norm’ for them. If he had purchased that ticket through a qualified travel agent, that agent would have told him the exact same scenario, immediately! The only ‘extra mile’ AA did for him was the ‘no penalty’, but I bet when he gets ready to use the ticket the next AA person will not be as nice! People are leaving online booking engines, airlines included, and going back to Professional Travel Consultants in droves according to a recent CNN poll. Every qualified travel consultant knows the rules for all airlines!
The American Airlines agent was probably disciplined for “going out of the box” and breaking the RULES. It would be interested to find out what happened to her afterward.