US Airways Want’s My Help. What’s In It For Me?
USAirways sent me an email message this week asking for my help. The message was titled “Show Your Support for Our China Service”. It seems that USAirways would like to offer a Philly to China flight, but needs the US Department of Transportation to award the route to them. The DOT is apparently influenced by public opinion so USAirways would like me to “Get Involved” by signing their petition. From the email:
We need your help! The DOT heavily considers public support when they award new service. Please take a minute to sign our petition — it’s quick and you can do it online. We have to submit these petitions by August 2 and every signature counts.
Why should I do this? What has USAirways done for me lately (ok , ever). In the message, they list four reasons why I should support them:
- With service to , we can grow internationally and offer you even more destinations
- We’d have a connecting flight from Charlotte to for more choices for the southeast U.S.
- We’re the only major U.S. airline without service to
- Today, there are no nonstop flights between and
Clearly, these reasons primarily benefit USAirways. They offer no other tangible incentives for me to support them. I’m sure there are rules prohibiting that sort of thing anyway.
This is the first time that USAirways has ever asked me to help them. Perhaps, if they had been engaging me as a customer, asking for my input on ways to provide better service, this request wouldn’t seem so self-serving, but they haven’t and it does. Perhaps USAirways should have taken the time to target this request to people who might find it valuable; perhaps people who have flown USAirways to other international destinations.
Email marketing is cheap, so companies might have a tendency to simply blast a message out to every address in their files. I don’t remember the last time I flew USAir and I have never used them for international travel, so why did they think I would be interested in helping them get the China service? Instead, my opinion of them went down just a little because they want my help without offering anything of value to me in return.
Did you get the e-mail? What do you think about this case?