Recent travel gave me the opportunity to experience the difference in attitude and service between two well known airlines.

The first trip took me to New York. Travel arrangements were made for me by another organization. Round-trip air travel on Delta Airlines from Boise to New York, via their hub in Salt Lake City, arriving at the Newark Airport in New Jersey.  The negative impressions with Delta started at check-in. To check one bag there was a $15.00 charge.  Next was the attitude of their employees. It left me with the impression that they thought doing their jobs was doing me a favor. For the return trip I arrived at the Newark Airport very early to make sure traffic wouldn’t be an issue and cause me to miss my flight. It is a good thing I was early because I never could have expected what would happen next.  The line for check-in at the Delta counter was very long. While standing in line a Skycap came by asking for anyone whose destination was Salt Lake City. I raised my hand, and he said follow me. At the Skycap check in I got a very disturbing surprise. When the Skycap put in my confirmation number no reservation came up for the flight from Newark to Salt Lake City. The Skycap asked me if was sure I had the correct airline. I assured him I did and quelled the first pangs of panic by pulling out my confirmation notice to make sure we were using the correct confirmation number. Unfortunately the initial relief of seeing that I had given the correct confirmation number only lasted a split second. The confirmation numbers were correct but there were three letters that were not, JFK. I had the right airline, but I was at the wrong airport. Boise only has one airport so making sure I was going to the correct airport had never been an issue for me.

Since I new there was a flight leaving Newark for my interim destination I called Delta’s reservation number. Giving full disclosure of my circumstances and accepting full responsibility for my error I pleaded for assistance. Could the agent change my reservation to Salt Lake from the JFK flight to the Newark flight? After a reasonable hold period he came back on the line and assured me a seat was available and they could change my reservation. The initial relief was followed by disbelief when he proceeded to tell me that there would be a charge of over $200 for the change. Delta had a chance to become a hero in my eyes and build more customer loyalty by helping me fix my mistake. Instead they were more interested in sticking it to me. Out of principle, not to mention I had enough time, I hired a car to take me from Newark to JFK for $130. What happened when I arrived at the correct gate at JFK added insult to injury.  The Salt Lake City flight from JFK was overbooked and Delta was offering to pay people give up their seats. You’ve got to be kidding?!?! I stewed about this all the way home. My terrible experience with Delta culminated in them losing my luggage.

My next trip was on Southwest Airlines and the differences were apparent at check-in. No charge to check my bag. Every employee I came into contact with seemed happy and eager to serve. One attendant, Kelly, on the Oakland to Orange County leg was so engaging that I didn’t want to get off the airplane, even though I had reached my destination. On the return flight I was sitting at the gate when my cell phone rang. It was Southwest letting me know that the departure gate had changed. On the final leg home I gave the attendant a Southwest coupon for a free beverage. Only one problem, it had expired. But for Southwest that wasn’t a problem. The attendant accepted the expired coupon and brought me the beverage of my choice. I have to add that if I change a flight reservation with Southwest they don’t charge me any additional fees. They charge the existing fare for the new reservation and give me full credit on the cancelled reservation.

My experience provides some insight as to why some of the larger airlines are struggling. Delta had the chance to be a hero and ended up being a heel. Instead of customer appreciation they generated customer resentment. Delta Airlines is now only a last resort option for me. While with Southwest, the only thing brighter than the shine of their service is the smile of a very satisfied customer.

In tough economic times businesses can help build customer loyalty and attract new business with great service. As an investment advisor I find myself looking at companies I do business with from three perspectives:
Consumer- The impression left experiencing the company as a customer.
Consultant- What can be learned about doing things right or wrong.
Investor- Does the experience make me want to invest in the company.
Logically, you would expect a comparison between a major airline and a low cost airline to favor the larger airline. Not true! Thank you Southwest Airlines.

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