Tell The New Delta That Actions Speak Louder Than Words
Filed under: Customer Experience, Generation C (ontent), LifeLogging, Loyalty, Marketing & Advertising, Social Media |
Earlier this month, I wrote about “The New Delta”. They are running some interesting innovation tests intended to “change the experience”. They are also using employee-generated videos that feature exciting destinations in an attempt to put a human face on the airline and promised to open a customer forum to really engage customers in conversations. In my post, I applauded these moves.
Too bad Delta’s Marketing team didn’t tell the Operations team that they were going to “change the experience”. This week, passenger Robert McKee was stuck on the JFK tarmac for seven hours. After two hours, he started recording the experience and posted the final product on YouTube. His post has these comments:
“Delta Flight 6499 JFK to DFW on June 25 2007 experienced more than just a routine delay.. for seven hours, four children screamed, and we were told by crew that they couldn’t feed us because Delta simply wouldn’t allow it”
The video documents multiple problems and Delta’s failure to address any of them in a truthful way or with respect to their customers. Examples:
- Passengers were told a new captain “is making his way through the terminal”, when in reality, he was coming in from Newark.
- told Mr. McKee’s wife that the plane was in the air. This was right after she spoke with him by cellphone and they were still on the ground.
Lots of bloggers are picking up this story this evening and I suspect more will over the coming days. Companies need to take note:
Talk is cheap. Telling customers that you are changing the experience when your actions say otherwise, is more damaging that not promising anything. Your customer’s have the power to create compelling stories about their experiences and social media makes it very easy to have those stories broadcast to a wide audience.