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Airlines’ first priority? Putting customer service last
by Charlie Leocha
American Airlines did it. Then United Airlines did it, followed almost immediately by US Airways.
Am I talking about the controversial $15 fee for the first checked bag. No. I’m talking about putting customer service last.
American even admitted as much in a recent announcement, saying customer service was its lowest priority that would be taken care of later. The others don’t need to say a thing. Their actions speak louder than words.
As customer satisfaction with the airline industry is at an all-time low, United and US Airways have followed in lockstep. United, the same airline that has managed to lose more money than all other major U.S. airlines combined; the same airline that has three out of ten flights arrive late; the same airline that has been declared the worst airline ever; has decided to throw what remains of their abysmal customer service into the toilet bowl.
US Airways — despite the rantings of its chief executive — is headed down the same flight path. It’s taken customer service to a new low by charging for soft drinks, including bottled water. Remember, we still can’t bring bottled water through a TSA security checkpoint.
These actions will have immediate repercussions for summer travelers. They include:
• Slowing down check-in at kiosks.
• Slowing down check-in at curbside.
• Slowing down check-in at counters.
• Slowing down boarding at the gates.
• Slowing down TSA security inspections.
• Creating battles between passengers for overhead space.
• Creating ill will between passengers and flight attendants.
The Transportation Department needs to take a stand now. It needs to put a series of emergency regulations into place to force airlines to reveal the full cost of a flight in their online listings and all advertisements. These costs must include all of the newly added luggage fees and fuel charges that are being used to deceive the buying public, by the airlines’ own admission.
American surprisingly states their intent to deceive customers with this fee hidden from consumers reserving flights. The airline’s talking points noted, “If AA were to raise fares by $15, it would be moved to the bottom of the search results in today’s era of online shopping and significant market share would be at risk if other airlines didn’t match the fare increase, which often can be the case.â€
Fellow bloggers are suggesting ways to get around these new charges or to limit other airline fees that will offset the new baggage charge.
Others are exploring how this changes the relationship of the airline to your luggage. Once luggage was part of the contract of carriage. Now, with luggage charged separately, we will probably need a separate contract to deal with luggage after the first series of lawsuits over lost luggage. FAA rules apply to the contract of carriage. The Interstate Commerce Commission deals with air freight, I believe. This is far more than only a new fee. The legal ramifications will be developing as we move forward, or backwards depending on your point of view.
Meanwhile, United Airlines, with a straight face, announced that it is simply giving customers what they desire most. I realize that many of us are appalled at this $15 first-checked-luggage charge. However, United must have strong (and secret) customer service surveys that tell them this is what their customers are demanding.
How stupid do they think we are?
Finally, United Airlines, like American has no system in place to take care of these charges prior to customers arriving at the airport. Meaning the problems with check-in at the airport kiosks, curbside and at the counters will create airport hell. United and US Airways, like American, are putting customer service last. They claim that they will sort it all out later. But they won’t.
These airlines could not have figured out a more customer-unfriendly way to raise money. I still think this kind of fee will have to be abandoned in the face of operational reality. Unfortunately, we’ll have to suffer while the airlines, according to United’s chief operating officer, are “tailoring our products and services around what our customers value most.â€
At this rate, American, United and US Airways can keep reducing their capacity as planned. Fewer are going to fly with them if they have another choice.
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