I’m not usually one to praise an airline, especially after a major carrier in Atlanta told me a few years ago that they were “too busy to get a wheelchair” and suggested I sit all night and catch a flight out the next day. I had an experience with American Airlines today that serves as a great lesson in how to build customer loyalty despite a less-than-perfect experience. Just ready to push back from the gate in Miami on my onward flight to Panama, we heard an announcement that our plane had suddenly been removed from service for maintenance issues. Happily, AA prepped another aircraft and after a long haul to another concourse and an hour or so wait, we were finally on our way.
Here’s what caught my attention, and caused me to consider throwing some loyalty love AA’s way.
- Instead of stonewalling, the gate agents updated the crowd about every ten minutes in both English and Spanish. When they didn’t know what was going to happen, they said so. When they did know, they gave out the information quickly.
- The gate agents followed through with small details. Wheelchair users were carefully informed to wait at the first gate and a cart would come to haul them the very long walk to the new gate. Customers were reminded to stay in the gate area several times, so as not to miss updates. A flight attendant who had helped an elderly flyer hoist his bag to the overhead was waiting for the gentlemen on the second plane, ready to help a second time.
- Once on the replacement aircraft the updates continued for each step of getting us on the way. We heard when catering had prepped the back and that we were waiting for first class prep. We heard that fuel was the wait, when the fuel line arrived, and when fuel was on board. We were told before having to ask that our bags were being transferred to the second aircraft.
- Most of all, they apologized. The gate agents apologized (at both the old gate and the new). The flight attendants apologized when they had to kick us out of the first plane and apologized again when everyone was settled into the replacement plane. The captain apologized when we took off, and once in the air, apologized that he could only make up about 4 minutes of the lost time. In situations like these, businesses can’t apologize too much.
I’ve been on dozens of planes with problems where no information was offered at all. What I noticed about AA’s willingness to keep people informed and apologize often is that the crowd didn’t get restless, irritated, or pushy with each other. By informing us often AA avoided being asked the same questions over and over again, built good will, and even got a few laughs from the flyers. Yes, we got to Panama City much later than planned. But no one was overwrought, people were in a good humor despite the problem, and AA gets good marks for treating their customers as if they truly cared about the inconvenience.
As we deplaned in Panama, two flight attendants and the captain stood at the door and apologized again as their customers deplaned. I’ve got close to half a million miles in the air under my belt, and I’ve never seen that happen before. While I am notorious for no brand loyalty to any airline, my heart’s a little softer toward AA, and I’m betting I’ll check their schedule the next time I have to buy a ticket somewhere. Great service builds loyalty. Good job, American Airlines! Now if you’d just quit using those tiny puddle-jumpers from Knoxville to Dallas…… 🙂
Linda P. Jones says
January 17, 2011 at 12:35 pmSounds like AA had some good training in customer service.
God knows the airlines all need that! Yay!
Linda
Phil Dyer says
January 17, 2011 at 10:25 amSue – Follow through and attention to the little things are so key. Having a proactive feedback loop and open communication are absolutely critical.
So glad to hear about the eventual positive ending!
Phil
Christine McIvor says
January 17, 2011 at 9:33 amIt’s always nice to hear happy endings especially while on vacation. It’s amazing what a little communication can do. It’s always best to be proactive rather than reactive when it comes to your customers. That’s exactly how you build loyalty. Great story Sue! I’m glad you had an awesome vacation : )
suepainter says
January 17, 2011 at 9:52 amThanks, Christine, we did have a great time.
Robin Nielsen (Growing Younger Expert) says
January 16, 2011 at 11:15 pmGreat article Sue. I remember in our printing business if we had bad news for a client we would always share quickly and often what we were doing to “fix” the situation. Things don’t always run smoothly but how a company handles the unpleasant things that arise makes all the difference to the customers.
Debbie McNeill says
January 16, 2011 at 11:11 pmSue, I’m impressed that you found a good sample of customer loyalty from an airline. It’s nice to hear a positive story as of late. As always, your articles are entertaining and informative. Thanks!
Dr. Robert Fenell says
January 16, 2011 at 9:27 pmSue,
I prefer Southwest but your article definitely shines a positive light on AA. Great tips for keeping customers loyal.
Dr. Robert Fenell
Kiyla Fenell says
January 16, 2011 at 8:30 pmSue,
I think many businesses forget the apologizing part. That one small gesture of admitting the goof would get them far with a lot of customers. I have to agree with you about the Dallas flights. I don’t like those little planes either:)
Kiyla Fenell
Mitch Tublin says
January 16, 2011 at 5:03 pmSue,
Thank you for writing about a great customer service story. All of the executives at other airlines would do well to read your blog. So many have chosen to permit their business strategy for the business to become a commodity. Just like a bus, train or subway ride.
Good for you to share your experience with us.
Mitch
Trudy Scott (Food Mood Expert) says
January 15, 2011 at 8:07 pmThanks for sharing this story Sue – yes, isn’t it amazing how just a little thing like saying sorry can make such a big difference
Hope your Panama trip was fun!
Trudy
Mary Ellen Miller says
January 12, 2011 at 11:08 pmNice story Sue. What a wonderful tribute to the American staff and crew. I hope you have shared it with them.
suepainter says
January 13, 2011 at 2:38 pmI’m sure they will pick it up on a Google alert – and if not, shame on them, ha!
Jeff Brunson says
January 12, 2011 at 5:20 pmWhat a great story; in both the sense that it is great that you were able to tell about such a good experience; and in the fact that your story wonderfully illustrates what it takes to create brand loyalty. I love the humaness of the actions … and they made all the difference for you!
Laura Hollick says
January 11, 2011 at 10:41 amThere is a certain kind of high that comes when you follow through, or complete something.
i love experiencing that in my business.
Setting up plans and strategies that allow us to feel that high in our business builds our inner wealth and our outer wealth!
Heidi Alexandra Pollard says
January 10, 2011 at 7:59 pmGreat article on brand loyalty – it is so true that the small things and honesty make all the differrence!
Heidi Alexandra
Lisa Manyon says
January 10, 2011 at 6:38 pmSue,
It’s nice to hear a positive story like this. I’ve had a few experiences that are less than desirable and they really stuck. I love that you’re sharing the good points because we know that more often than not consumer/cutomers share the negative first.
Way to set the tone for how things should be done on many levels.
Write on!~
Lisa
suepainter says
January 11, 2011 at 12:32 amThanks, Lisa. It was nice to HAVE that experience!