Viva’s Blog: Talk is cheap

If Susie had some information at the Delta airlines counter on March 25th, I wouldn’t be writing this blog. But she didn’t. Here’s the abridged story…We were waiting for a delayed flight from Akron, OH to Atlanta, GA. In Atlanta, we were catching a flight to Ecuador. (Did I mention that there’s only one flight a day from Atlanta to Ecuador?) Fast forward to an hour after our flight was scheduled to depart Akron. Our pleas for information from the gate agents and other airline workers were fruitless, as they didn’t know any more than we did. Talk is cheap.

Only after we saw our luggage being taken off the plane did we realize that our flight wasn’t going anywhere. Yet Susie and her colleagues still hadn’t communicated that the flight was cancelled, because they hadn’t been told. Talk is cheap.

You guessed it. The lack of communication resulted in chaos. Our fellow passengers didn’t know whether to be patient or scramble to rearrange their travel plans. Talk is cheap.

Instead of suggesting that their customers rebook their flights, Delta delivered an ugly brand experience. Their internal communication system didn’t provide their front line with information. Savvy marketers understand that bad experiences, handled well, can result in loyal customers. Delta missed an opportunity to create brand ambassadors. Talk is cheap.

Don’t make the same mistake. Arm your front line with accurate and timely information, and create a culture that encourages candid communication.

Talk is cheap. Use it to connect with your customers.