Miller’s Monday Morning Message
presented by ACM Consulting Inc.
Andrew Miller on operational excellence, strategy, life balance and everything in between
Toronto – November 23, 2015
I want recount for you a recent experience I had with American Airlines, not to pick on AA, but to use it as a case study for what many of you are doing to your customers.
I called American Airlines reservations last week to book a flight to see a client in Philadelphia. Almost one and half hours and three people later, I finally had my ticket booked. Here are some of the particulars with some general questions for you to consider.
The agent I spoke to was in a call centre with other agents and the background noise was so loud, it sounded like she was in a noisy restaurant. I had to keep yelling my credit card information into the phone.
The travel voucher I was using to book the flight was issued in Canadian dollars, but the AA reservation system only accepts US dollars. It took 20 minutes and three people to figure out how to apply the voucher. Not to mention that it was a paper voucher and needed to be mailed in to be applied.
After all this was completed, I contacted the executive responsible for the customer experience at AA (whose title was SVP of the Customer Experience). I received a message from the Customer Relations department on behalf of this executive, who then proceeded to tell me they have no incoming phone lines so I can’t call them back.
What American Airlines forgot is that every customer complaint is an opportunity to connect with customers. It is an opportunity to help those customers become more loyal. Or even become evangelists for the brand. Had AA handled this properly, I could have become a more loyal customer. Instead, I will avoid using AA at all costs.
Are you providing customer service or doing your customers a disservice?
Looking for more insights?
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