Today’s
post is by Christopher Elliott,
whose latest book is “How To Be The World’s Smartest Traveler” (National
Geographic). This column originally appeared in the Washington Post.
Airlines, car rental companies and hotels claim
that they’re responsive to customers’ problems, but who are they kidding? Too
often, they answer your emails with pre-written responses and your tweets with
canned one-liners. Or they don’t answer at all. So how do you get a travel
company to respond to your complaint?
Know what a "free ticket" really is. |
People like John Dignam want to know. He
recently tried to redeem two “free” flight vouchers on Spirit Airlines. He and
his daughter had received them when they volunteered to give up their seats on
a flight from San Francisco to Baltimore. But when Dignam, a federal manager
from Catonsville, Md., tried to use the vouchers for a new flight, Spirit only
lowered the cost of each ticket by $12.98.
“Thinking this must be an error, I called and
spoke to a Spirit representative,” he says. The airline confirmed that the
vouchers had a combined value of about $26. “The remaining $188 was my
responsibility.”
Dignam emailed Spirit asking if he had
misunderstood the meaning of “free.” The response? Crickets.
It turns out that Dignam was talking, but no one
was listening. I contacted Spirit on his behalf. The company said it hadn’t
heard from him, blaming an “IT issue that we can’t replicate.”
It refunded Dignam’s ticket.
Choosing the right channel of communication is
important. Most travelers pick up the phone to resolve a problem, but that is rarely
the right move. A carefully written, rational complaint sent using the
company’s online “help” form is far more effective, at least to start. If
patience isn’t your thing, you could also ping a company on social media.
Sometimes a tweet or a Facebook post can get things moving in your direction.
Travel agents can often help clients in a dispute. |
Another often overlooked route to a quick
resolution: a travel agent. You can often leverage that relationship to get a
company’s attention. “A true travel professional is going to have a direct
relationship with the hotel, airline or cruise line and can be your voice to
get the issue resolved,” says Jennifer Achim, a vice president of marketing for
Ovation Travel Group, a travel agency in New York.
If you want a travel company to respond to your
complaint, you also need the right approach. Nancy Friedman, whose St. Louis
consultancy, the Telephone Doctor, trains call center workers, recommends what
she calls “CPR.”
First, she advises, stay calm. “Raising your voice usually will not get you better service —
or any positive results,” Friedman says.
Next, prepare
yourself with information — dates, times, names. The more specific, the better.
And remember that the person you’re talking to—a hotel clerk or car rental
agent, for example--normally isn’t the person who created the problem. Blaming them for your misfortune can hinder your chances of
getting a company’s attention.
The right
words can help, too. Be sure to use what Joshua Dorsey, an assistant professor
at California State University at Fullerton, calls the “language of business”
to describe the problem.
“Keywords like ‘service failure,’ ‘switching
costs’ and ‘cost of retention’ will always resonate with managers and customer
service representatives, whether they admit it or not,” Dorsey says.
At larger companies, sophisticated software
analyzes almost every customer service interaction, including phone calls. When
phrases like “service failure” and even words like “disappointed” pop up,
complaints are flagged and reported to managers.
Written complaints, including email, are more effective than talking on the phone. |
Of course, you can do everything right and still
fail to get a company’s attention. That’s probably because businesses have
developed methods to more efficiently process — but not necessarily address —
customer complaints. You can see that in the scripted online chats and endless
phone trees that you have to negotiate when you want help. And you can’t help
but feel that companies want customers with problems to just go away.
No surprise, then, that travelers are taking
more extreme measures to get a company’s attention. One remarkable development
is the power of online reviews.
“The fact
is, the travel industry lives and dies by their online reviews,” says says Elaine
Rose, a spokeswoman for Review Inc., a Woodland Hills, Calif.,
reputation-management company. Even hotels and major airlines are managing
their online reviews with software that will notify them when a customer has
left a review — either positive or negative.”
A classic tactic for getting a travel company to
respond to a complaint, threatening to sue, can backfire. That’s because
companies normally refer lawsuit threats to the legal department. There,
in-house attorneys must decide whether it’s a credible threat. If it is,
they’ll respond to the complaint. But more often than not, they’ll write it off
as an empty threat and close the case with no resolution.
If you have a consumer complaint and the company
is being dismissive, maybe it’s time to adjust your approach. Consider another
strategy or shift to a different channel. And remember, you can always take
your grievance to social media.
Photos from free sources