I have a bunch of United Airlines miles about to expire. Unfortunately, there aren't quite enough to get a ticket. My father, bless his heart, never wants to fly again, and has a bunch of miles that he will never use. United offers a service to transfer miles from one account to another (for a fee, of course). Match made in heaven right?
That would be a qualified yes.
The Reality
As usual, things turn out to be a little more complex than they strictly need to be. The breakdown looks like this:
Points in United's favor:
- A ticket to Chicago to see my sister in Chicago will end up costing half what I would normally pay.
Detracting from United's favor:
- It takes a minimum of 48 hours to credit my account and I'm 38 hours away from watching my current miles evaporate.
The Plot Thickens
This meant war. Well, not literally, I guess not even figuratively - war just isn't in my nature. However, when I finally manage to connect with a REAL customer service person from United - who was able to speak English understandably! - I explained the problem.
His name was Paul, I think. He listened, understood my issue and reacted with empathy. All of which are not necessarily easy to do in a second language. I was pretty impressed in general. In comparison with previous experience with United customer support, I was blown away.
Paul was kind enough to explain to me that I had two options to employ at this late date:
- "Purchase" a $25 dining certificate for 1000 miles.
- Donate 1000 miles to an approved charity.
Either of these would preserve the existing miles in my account, save the 1000 that I either traded or donated. Either way, these transactions would debit my account in real time. No 48 hour wait required.
This being explained, I had an appointment and I had to leave any decisions for later.
When I came back to it (granted it was 12 hours later) I evaluated my options. The dining certificate had significant drawbacks:
- a VERY limited selection of participating establishments in my area (only 1).
- spending requirements that made the certificate awkward for use as a gift (usually 2 times more than the value of the gift certificate).
Given these restrictions, I decided that donating miles would be more valuable and the Make a Wish Foundation caught my eye. Unfortunately, there is no way to make a donation online. United phone menu not withstanding, touching base with a CSR should be a fairly simple thing to do...except United's phone lines are closed for the night.
Delighting the Client
And this is where I start thinking about Netflix. Yes, I'm serious.
In the past year and a half, Netflix has gone from a movie rental organization with an original business model, to a leading provider of movies online. Oh, and originally, Netflix only received and sent DVD's Monday through Friday, 5 days a week. Now they have added Saturdays as well.
The goal of customer service - true customer service - is to delight the customer and I have to say that I've been delighted with the fact that Netflix is constantly looking for ways to INCREASE the value that they provide me...for the same - or sometimes even less - sticker price. As long as they continue to focus on providing value, I will be a loyal customer.
Gold Star for Netflix. Which brings me back to United.
Timing is of the Essence
Paul was a good CSR. But the company policy he had to represent seems two faced at best. In my opinion, any company that makes debiting your account a higher prioritythan crediting it is missing a fundamental opportunity in the Delighting Customers Mandate.
More than that, I consider an imbalance in the two to be a potential ethical violation. What do you think?