To begin, I am going to borrow from an outstanding article by Seth Godin. In “Please Complain,” Seth effectively argues that “Acquiring and processing user feedback is a choice.” In the article Seth urges us to complain, but the article’s real focus is on company complaint management strategies. The message is this: either listen and take action or stop pretending. Seth encourages all of us to complain. I urge consumers to complain if they care; but, please complain effectively. A good complaint has 8 steps and focuses on results – not unlimited emotion. Ben took the first few steps to make it clear that he was not accepting substandard treatment by United Airlines. Ben’s actions prompted United to contact him; however, United Airlines doesn’t seen sincere in their efforts to resolve the problem.
To this point, United Airlines’s actions have lacked genuine remorse and border on indifference. United claims that Ben’s flight was cancelled due to weather. Reportedly, a United Airlines customer care rep, stated that United’s associate company “United Express” is expected to have the same liabilities and responsibilities as United Airlines. Ben’s video caught United Express in a series of lies including “the weather lie”. Yet, United Airlines maintains that the weather was the cause of the cancellation. By perpetuating the “weather cancellation” argument the United customer care rep perpetuates the misinformation started by United Express. If this is a sincere response by United Airlines to resolve a dispute it is a seriously wacky approach. Or is this approach designed to undermine Ben’s patience?
The flight cancellation stranded Ben in Denver overnight, but he managed to stay at a friend’s home. Ben’s requested compensation is a mere $90.00 for cab fare (yes, he has the receipt). United Airlines customer care rep stated that policy forbade financial compensation of passengers. Ben was offered “one $200 voucher, valid for one year on a future United Airlines flight as a gesture of goodwill.” Essentially, take it or leave it. Superficially, this is a reasonable response to Ben’s request; however, think about the cost of your typical flight. Usually, a flight costs more than $200. Ben is an occasional flier and the offer of vouchers could only really appeal to a frequent United customer. United’s offer lacks sincerity.
Trust is earned – never given. In a time of rapid free communications and instant access to data, fact checking is a simple thing. It is foolhardy to attempt to perpetuate incorrect information. Companies need to stop pretending to listen. In 2010, JD Power and Associates ranked United Airlines as the second worst airlines in North America for customer satisfaction. The economy continues to decline and every customer is a potential brand advocate or combatant.
United - Are you listening or are you pretending?
Join the forum discussion on this post
