Thinking about our needs — instead of the customer’s situation…

Hello from Paris!

I am just here at the airport, changing planes on my way to a speaking engagement in India.  And, while I was in the airport lounge, I came across a new ezine from my great friend, Mark Mayfield.  

  • (You should REALLY sign up to receive this — they are uniformly funny and highly insightful!  Mark is the BEST luncheon, after-dinner, or humorous keynote speaker out there…and the fact that I’ve known him since I was a teenager has nothing to do with it. Just click on his name above to go to his website.)

Mark writes, “Despite other airlines increasing profits, Frontier is down in revenue and traffic in the last quarter.  In an attempt to reverse that, they will start charging up to $100 for a carry-on bag.

Can’t imagine that not working.”

Isn’t it the truth?  The airline — and the same is true of many companies in other industries — look at their numbers, and desiring increased performance, put more on the backs of customers.

  • Seriously — up to $100 for a carry on?  I will fly someone else, just on principle!

What if — instead of creating a ridiculous fee — instead, Frontier decided to get better?  What if they chose to have better customer service, better on-time performance, friendlier employees, and better schedules?

The airline folks say that customers have spoken — they want cheap airfares.  But, customers aren’t stupid.  They know that if you’re going to charge them for a carry-on…as well as a checked bag…a cheap airfare masks a larger total price.

(By the way, in fairness, the fee is $25 if paid up front — $100 if paid at the airport — but, Frontier has also added a surcharge for tickets that are not purchased via their own, proprietary website.)

Here’s another question — what is so distinctive about Frontier that an additional charge is something we’d pay because their experience is so superior?  I can’t think of anything…can you?

Mark Mayfield has this exactly right…with tongue firmly planted in cheek, and fingers crossed, let me join him and say, too…

“Can’t imagine that not working!”

  • http://www.enkata.com/ Enkata

    Customers are smart and they recognize when you are nickel and dime-ing them. You can’t charge more for the same when everyone else is focusing on being better/doing more. It’s only going to make things worse for your brand.

Privacy Policy