Motivating Customers to Speak Out: If Your Customer Service
Headlined USA Today
The Revenge of My Lost Pants: USA
Today and the Saga of My Lost Luggage.
By Barry Maher
We all know that tales
of poor customer service spread faster and farther than reports of
service. But I have to admit my surprise when a relatively minor horror story
that happened to me ended up on the front page of USA Today and in
newspapers ranging from The Cincinnati Enquirer to The
Peninsula in, of all places, Qatar.
To avoid having to hassle
with getting copyright clearance to record an incident from my
own life, here’s a paraphrase of the way the story appeared in The London
Author, Barry Maher speaks on
April Fool’s Day last year, he flew across America from California to Virginia
to give a presentation on customer service.
The airline, Delta, surpassed itself, losing
his luggage first on the outward leg then on the return trip as well.
Arriving late the night before his
presentation, Mr. Maher waited fruitlessly at the luggage carousel at Roanoke
airport in Virginia. His laptop and presentation notes were in his carry-on.
But the missing bags contained the clothes he was to wear for the presentation
the next day, along with copies of his books to autograph for the attendees.
The baggage office was closed, so Mr. Maher
trudged off to the Delta ticket counter. No one was there either. He did see a
pile of luggage stacked behind the counter. After waiting for five or ten
minutes, he started to step onto the baggage scale to get a better
view of whether or not any of it was his.
“Suddenly a scream rang out,” Mr. Maher
told The Times. “And a man in a Delta uniform came running at me as if
I were Osama Ben Laden and armed and dangerous. This was the person I had to
deal with about my lost luggage. As I said, I had flown there to do a
communications session. He taxed all my communication skills. And then some.
“To this guy, I was clearly the one at
fault. And the minor fact that Delta had shipped my luggage to Rangoon or
Burma or Transylvania, was nothing compared to my violation of some secret
rule about the sanctity of the baggage scale.”
It soon became clear that the luggage would not be appearing any time in the
immediate future. And after the cross country trip, the clothes Mr. Maher had
been wearing were hardly suitable for a presentation.
Early the next morning, he ran to a men’s clothing shop, waited for it to
open, bought new clothes and dashed back in time for his presentation. The
next day, the luggage finally arrived. Just before he was ready to check out
of the hotel and head back to California. Everything was soaked. The books
When Mr. Maher tried to file a claim for the damaged books as he checked in
for his return flight, he was told he should file the claim at the originating
airport back in California.
When he returned to California, Mr. Maher explains, “the bags were missing yet
again. I was amazed. I went to the baggage office to report them missing and to put in a claim for the
damaged books. The baggage clerk said Delta wouldn’t pay a damage claim unless
I could produce the books so they could verify the damage.
“When I told
the clerk that I’d like to put in a claim for restitution for the lost books,"
Maher adds, "he said that it was too soon. The books would probably turn up the next day.
Besides, if the books were truly ruined, as I had claimed, what Delta
had lost had no real value, did it.”
That’s as far as the story went in The
There’s a limit to how much space a major newspaper can devote to
a single small anecdote in a much larger story on lost luggage.
Since there’s also a limit to how much time you want to spend reading about
this, I won’t go into the rest of the hassle required to get restitution for the
ruined books. I’ll just say that it wasn’t easy. And through most of it I got
the strong impression that Delta’s customer service reps might just be more
concerned with keeping me from getting restitution than with helping
me to get it.
But one important detail was left out of The
London Times, USA
and every other newspaper I know of that reported the story. And
that was the extraordinary service I received from that men’s clothing shop in
Roanoke, a store called Davidson’s.
Both the salesperson I dealt with and
the owner did everything humanly possible to
find me the clothes I needed, then make sure the pants were properly hemmed and
pressed, and get me back to the conference hotel in time for my presentation. It
was one of the finest examples of customer service I can remember. And I raved
about it to the reporters who contacted me about the incident.
Not one story ever mentioned it. Not one story even mentioned the name of the
store. But millions of people have now read about the poor service I received
And that reflects two simple facts we all need to remember, whether we’re
dealing with external or internal customers.
First, complaints do spread far faster and far quicker than complements.
Second, every company that gives lip service to customer service but doesn’t
really deliver it opens up opportunities for those few companies that actually
practice extraordinary customer service.
If you’re ever in Roanoke and you need men’s clothing, check out Davidson’s.
You won’t be disappointed. Even though it didn’t get in front of millions of
people in USA Today, The Indianapolis Star, The Qatar Peninsula, etc., I've told thousands of people about Davidson’s.
Literally thousands. After all, I do speak on customer service.
And now I’ve told
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