Is Loyalty Really Worth it?
by Bill Zahrte
As I am sure everyone heard about the horrific accident with US Air ditching an aircraft in the Hudson River on an afternoon this January, 2009. I happened to be watching television at the time and as the station broke into the program to bring the braking news about the accident I was stunned watching the event that was taking place. Watching Flight 1549 landing in the water and the ability for all the passengers to escape with their lives was surely a miracle. The pilot and crew reacted flawlessly to assist with putting the plane in the water and also managing the rescue of all the passengers.
As I am sure everyone heard about the horrific accident with US Air ditching an aircraft in the Hudson River on an afternoon this January, 2009. I happened to be watching television at the time and as the station broke into the program to bring the braking news about the accident I was stunned watching the event that was taking place. Watching Flight 1549 landing in the water and the ability for all the passengers to escape with their lives was surely a miracle. The pilot and crew reacted flawlessly to assist with putting the plane in the water and also managing the rescue of all the passengers.
After flying for over 40 years myself and traveling over one-million miles in one year not too long ago I can tell you from my experiences in air travel the tale all of these passengers will tell to their loved ones will never leave there minds the rest of their lives. Lucky is not the word for the lives that were saved that day, but rather they have all been blessed and will enter a world of memory telling their stories over and over again that many of us will never experience.
Based on the events of that day how loyal will each one of those passengers really be when it comes time to book a trip on US Air next time? Recently during a stay at hotel in 2007 an air conditioner exploded in my room at 4:30 am. The entire room was engulfed in flames in less than 60 seconds. I barely escaped with my life. By the time I made it out of the room the entire floor was on fire and the hallway was filled with smoke. The fire alarm never rang but I did make it to the lobby and notified management. From that day forward it has been a fight just getting the hotel to replace my travel gear and personal items lost in that hotel fire. There was never a letter to say “We are sorry”. Never a call to say… how could we help and are you O.K. The question is how loyal do you think I have been to this brand hotel? The answer is I will never stay in this brand hotel again. The Marriott has lost my business for ever based on this event.
It seems as though the accident and water landing in the Hudson River by US Air has given reason for US Air to at least apologize. With their big hearted staff working over-time they have decided to assist the passengers of flight 1549 with a check for $5,000 to cover the inconvenience of a water landing and to clean their wet luggage. Also they sent along the following letter.
U.S. Air Letter
January 21, 2009
I hope that this letter finds you at home and taking some time to rest and recover from the events of last Thursday.
On behalf of the 34,000 employees at US Airways, I want to acknowledge your courage, the professionalism of our crew, and the outstanding rescue efforts of all of the various organizations and agencies that came together last week to assist with Flight 1549. We would very much like to see you on a future US Airways flight soon. To that end, we are extending Chairman's Preferred status, our most coveted frequent flier level, to you through March 2010. I know our Customer Care Team has been providing support and also communicating next steps as we work to recover and potentially return any items from the flight. In the meantime, please let us know if you have additional needs.
Again, we are grateful the events surrounding Flight 1549 ended as they did, and we will continue to applaud our crew and the actions of the first responders for many years to come.
We look forward to serving you again soon.
Sincerely,
Doug Parker U.S Air
Did you read the part regarding the “First Class UP-Grades”, U.S. Air should be ashamed even sending this communication. Which gives me a thought regarding your business and the loyalty perceived by your customers? Do your customers leave your business and feel they just were in a plane crash. Just dumped in the Hudson River and have the same attitude I have about that hotel I stayed in?
Loyalty is as much part of business planning as managing a profit margin on the financial statement. Having a set loyalty process can bring in thousands of dollars in additional profits, or without a loyalty planned process can slowly drain your customer base that you strive so hard to build.
The cheapest advertising is the loyal customer who comes to your business because they want to not because they were enticed by a slinky advertisement. If you want to study the loyalty process in the retail industry today you need to review Neiman Marcus. They don’t have unhappy customers, it’s not allowed.
Happy Selling
Bill Zahrte