Insights

BA lost my luggage. What lessons are there for agencies?

On a recent business trip to the US, British Airways lost my luggage. I’ve flown many times in particular with BA and 99% of the time they get it all right. The experience of losing my luggage got me thinking about how most agencies get it right 99% of the time, like BA do. However when things go wrong, which they will, how well do agencies sort the problem out?

I found myself stressed by the experience and extra critical. When BA’s staff in the US were disorganised and gave me a telephone number to call for progress, I was delighted. Imagine how I felt when I rang the number the next day to be told “this isn’t the right number, you need to phone a different number but they aren’t there now and won’t be for another 2 hours” My call was at 10am. I wanted answers now, not in 2 hours’ time.

My colleague’s luggage was also AWOL. He and I tweeted lots about BA. We were given $75 compensation each. Hardly enough, however if I had felt someone at BA really cared and had some empathy for my situation I could live with the financial compensation. But BA became a faceless monolith. I didn’t feel anyone really cared.

I love BA! It’s because they have so much credit in my emotional bank account that I can forgive them. Because 99% of the time they are great.

It has been proven that loyalty to a brand or company can go to the ultimate highest level when you treat customers really well when things go wrong. Customers who’ve only experienced wonderful customer service are unlikely to be up at the ultimate loyalty level.

So as an agency, when things go wrong with a client’s work, show the client that you really care. Really empathise with them. Give them regular updates as to progress. Let them know you’re on the case and it matters as much to you as it does to them.

By the way I got my luggage back after nearly two days. It was an emotional reunion for me!