An Amazing Case Study In Customer `Relations'

Having spent quality time interviewing and shooting the breeze with Kevin Freiberg, the author of Nuts (The Southwest Airlines Story), I must claim some insights into what makes a great airline. I mean you might well arrive at the same conclusion if you read the book but chatting with Freiberg can be an extremely fulfilling experience. The man knows the airline and its functioning so well that you might think even founder Herb Kelleher might give way!Which is not to say every organisation can become Southwest overnight. You might know all the ingredients but still not get it right. As has been amply proven in the US itself. Why is that ? Well the reason is simple. Its people. Its not Herb who runs a great airline. Its the empowered people of Southwest who run a great airline. Who have taken ownership of customers and their problems. And do everything in their might to attend to them. And have never, in their 35 years, behaved like they were number one.So, our own number one Jet Airways (the comparison is not intended to suggest Jet is a low cost carrier, it isn't but the principles of civil behaviour with customers would apply I think) has responded to my missives. To know more, read "Why I Will Not Fly India's No 1 Airline" It took 48 hours to respond. I don't know if that's good or bad but I guess I must be grateful for a response.Arrogance Over AllJust to reiterate, I wrote an angry mail complaining about a specific problem that I had with its counter staff in Bangalore. Arun has left a comment in my previous post saying how Jet did not honour his upgrade voucher. Well, let me tell you Arun, its a similar problem. Though to be fair, its not the problem that is important. Believe me, the airline might well be right. Except that I am pretty sure I am right too. And Jet is wrong. Guess what. The last time I checked, if the customer is right too, then you give way. Or be nice to him. Not so with Jet, where arrogance appears to rule over all.The next evening, as promised in my first mail, I despatched my frequent flier card and upgrade vouchers in a courier to the chairman's office. Essentially, I said I had no interest in their vouchers or their frequent flier cards because their employees did not care to honour them. In that letter, I also asked for an acknowledgement. Now this is where the bizarre part begins.Giri, a Jet Airways employee, leaves a comment on my previous post, takes the trouble of locating my mobile number and calls me up. I couldn't take his call but he left a voice mail apologising for the experience I had in Bangalore. Did Giri know who is right ? At that point, I am not sure. So Giri realised, at least momentarily, that the customer is always right. Of course I would be interested to see whether he still holds this position. This is why.Can You Believe This Response!Because around the same time, I also get an email from the corporate office which I take the liberty of reproducing verbatim.Dear Mr Ethiraj, This has reference to your letter dated November 28, 2006 addressed to our Chairman, Mr. Naresh Goyal. Since Mr. Goyal is currently out of the office, I am taking the liberty of acknowledging receipt of your letter. Please allow me to examine the issues raised by you with the concerned department and I will certainly revert to you. May we request you to please bear with us in the interim period. Sincerely, Signed..General Manager Service Quality & Customer RelationsAmazing isn't it ? No apology, no acknowledgement that there may have been some inconvenience or an error on the airline's part. Nothing. Just a terse, matter of fact note that simply says `we will examine the issues which you have raised and then will certainly revert. Meanwhile, bear with us'..or in effect, shut up. And this is a letter from someone who ostensibly heads service quality and customer relations!!!!What Would Southwest Have Done ?So, quite clearly, while the branch office felt that something may have gone wrong, the corporate office (if I were to go by the tenor of this mail) responds in a manner that is perhaps uniform to all - from, let me guess, potential suppliers of toilet paper to angry customers. Who of course are wrong unless an internal investigation proves that they just might be right. What do you think a Southwest employee would have done in a similar situation ? I have a pretty good idea. Either way, I think my experience makes for an interesting case study!