policies? One
month later, Secretary LaHood announced this policy had been adopted by the DOT,
Congress be damned. But unfortunately, refunding fees wonât improve airline
baggage handling.
Declining Customer Concern in a
âService Industryâ
The airlines claim that the number of
passengers who are inconvenienced is quite small considering the millions
carried. But beleaguered passenger Dave Carroll notes that such percentages
donât mean much to those whom the system fails: âYou have airline executives who
quote statisticsâbut they donât seem to care about those on the margins of the
statistics.â He adds, âIf thereâs no integrity in the policies, then itâs open
season.â
Of course, few carriers are competing on customer
service these days. Charlie Leocha of the Consumer Travel Alliance explains: âAs
the low-cost carriers and as the comparability made everyone more competitive,
the first thing to go was differentiation in customer service. Itâs not only
executive managementâit runs through the fabrics of the companies. The managers,
the gate agents, the flight attendants working without contracts. The front-line
employees are under the most stress.â
For airline passengers in recent years, customer
service has gotten worse. Thatâs not opinionâthatâs documented fact. According
to statistics, there have been more mishandled bags (despite the added baggage
fees), more consumer complaints, more congestion, and more passengers bumped off
flights.
But other key elements of poor customer service
canât be encapsulated in statistics, though they have been captured by dozens of
polls, surveys, and rankings. In June 2011, for example, a Consumer Reports survey of fifteen thousand readers found a âlow
opinion of todayâs flying experience.â
There is so much bad juju surrounding airline
customer service that sometimes I need to step back and wonder if hyperbole is
overtaking reality. Could so many pissed-off passengers possibly be wrong?
Luckily, one of the best barometers I know happens to be a trusted friend and
colleague. Linda Burbank was the ombudsman for Consumer
Reports Travel Letter when I was editor, and a few years later she
joined me at USAToday.com, where she continues to serve as a consumer travel
advocate. Iâve seen the way she fights for readers who have been wronged by
airlines and other travel companies. (On behalf of a CRTL reader, Burbank once secured a $29,833 refund from Royal
Caribbean and Expedia, an unprecedented action from the laissez-faire and
largely unregulated cruise industry.)
I sat with her in a café in San Francisco and asked
her if airline service has really gotten worse. Burbank considered this and
said: âI think Iâm seeing fewer complaints, but I donât think itâs because
service is better. Everyone is so beaten down. Weâve all just become resigned to
bad service. Weâre in the flip-flop generation.â
Itâs worth noting that Burbank sees customers at
their worst. As she explained, âWhen I hear from people theyâre already
over-the-top angry. First, there was the original problem. Second, they have not
gotten a suitable response. They donât feel they have been heard. Itâs not about
the moneyâI have had people who are as angry about one hundred dollars as about
three thousand dollars.â With airlines, sheâs often able to secure discounts for
future travel for her wronged readers, but cash refunds are much harder.
As for what passengers are complaining about,
thereâs little surprise in learning that baggage fees top Burbankâs list.
Another trend line is how the airlines respond to âbig problemsâ such as
widespread weather delays. She noted that masses of people are angry, yet it
seems no one is available to provide assistanceâat the airport, in reservations,
or even online.
In fact, many