Comments on: Virgin Atlantic embraces cribbing pax, asks him to choose in-flight menu

By: SimpliFlying » Blog Archive » How Singapore Airlines converts the biggest critics into its strongest brand advocates

Thu, 07 May 2009 00:53:04 +0000

[...] this year, I had published an article on how Virgin Atlantic had dealt with a passenger whose grievances about bad food had made it to [...]

By: SimpliFlying » Blog Archive » United Airlines brand may go for a spin as customer feedback line is terminated

Wed, 11 Feb 2009 14:42:00 +0000

[...] only positive I see coming out of this is some consulting offers for Oliver Beale, of the Virgin Atlantic fame, to help write some letters that have an impact. Cutting 165 jobs in India might save some money [...]

By: Milind Puri

Milind Puri — Sat, 07 Feb 2009 06:29:06 +0000

This is difficult to comment on given that it was later rumoured to have been a publicity stunt!

http://www.telegraph.co.uk/news/newstopics/howaboutthat/4398221/Virgins-funniest-ever-complaint-letter-rumoured-to-be-PR-stunt.html

By: Shashank Gawade

Shashank Gawade — Sat, 07 Feb 2009 06:18:18 +0000

I think given Branson’s personality and what Virgin stands for this was the best reaction I have seen till date in a potentially conflicting scenario.

I agree with Cristian, Virgin’s persona (and that of Branson) is pretty unique and best part of all is that they have the ability and grace to carry it off very well. However unsatisfied the patron was am sure he surely must be glad to have been chosen to select the menu for future Virgin flights.

And the icing on the cake is the positive amplification of this episode in media which turns the tables.

All’s well when marketed well keeping the brand at the centre of all all actions and backing it up with sustained delivery and service. Guess Branson has mastered this art and lives upto it like the Virgin Atlantic Global Flyer Program or even he going hot air ballooning or skydiving showcasing the uniqueness and adding the personal touch to these initiatives.

Such initiatives are a one off and am sure that not every irate flyer on Virgin would be getting these opportunities. I guess this coincided with Virgin operating in new sectors in Asia Pacific.

By: Milind

Milind — Fri, 06 Feb 2009 15:30:42 +0000

This was later rumoured to have been a publicity stunt…

http://www.telegraph.co.uk/news/newstopics/howaboutthat/4398221/Virgins-funniest-ever-complaint-letter-rumoured-to-be-PR-stunt.html

By: Rajiv Bajaj

Rajiv Bajaj — Fri, 06 Feb 2009 05:51:38 +0000

An apology for the poor quality, if at all it was of poor quality, and perhaps a nominal compensation,should have sufficed. An airline cannot go around addressing every passenger’s whim in this manner. Whilst it is good that customers complain about poor service, as it gives the airline a chance to improve weak areas, this particular case was definitely not good CRM. As a matter of fact, many people are of the opinion that could be just another publicity gimmick, and frankly, I would tend to agree with it, given the past record of the carrier for indulging in gimmicks.

Further, does the airline have any right to impose a menu of one individual’s choice on all its other passengers ? What if tomorrow several others complain ? Will they invite each of them to decide future menus ? They might as well start a full-fledged a-la-carte service instead ! That way, perhaps, they might satisfy more people.

By: Remy Chevarin

Remy Chevarin — Wed, 04 Feb 2009 11:04:05 +0000

I due agree with all the previous comments (pretty good balanced by the way .
Surely, the Writer-Traveller status could have played a major role in the Branson’s riposte …ups, reply (this would need additional investigation no ?).
I supposed that many others passengers on the same flight had experiencing this “once in the life time” gourmet experience!… so why this letter catches more attention than some others (if any)? …

Second, It was more than just a letter and words, there were very, very, powerful images attached to it – puky FX warranty! – and communication people know how impactful images can be in people memory and damageable for a brand.

Third, important factor is Virgin’s reply time frame. Did Branson’s had the choice? Meaning if this letter was already published and fast pollinated on the web?… If yes, thus this letter needed a spectacular reply.

Indeed, I feel the smartest of the reaction is more in the quick reaction of Virgin’s PR avoiding this to go to big and too far, then, this was done with Branson’s legendary maestria.
Strangely, this was just in time frame with their recent “Flyingphoria” campaign…. (check Shashank blogs few weeks ago). Well done guys.

Airlines are well aware that a very small amount of unsatisfied passengers get guts to write complains… people used to buzz negative comments around and switch to another airline next time they had to fly !.. So the Virgin response was more than appropriate to limit brand damages.
However, today’s technology has radically changed relations between airlines and their audience. Travellers using the Web2.0 tech posses now a “real” powerful communication tool if they which to engage frontal communication-fight and get concrete results. The same situation a decade ago would have probably generates from the airline (at least) a courtesy apologizes letter and ideally some vouchers or a pack of additional miles!..

More pragmatic questions are? How could a customer-brand centric airline like Virgin could not be earlier aware of such disgusting things served to their passengers?
I would expect from Virgin more focus and monitoring on that (important) part of the flying experience (and its negative collateral effects on the whole of it!!)
Airline catering has always been great debate/issue with air traveller’s community.

Does Indian sub continent (eco class) travellers tend to “shy” in complaining ?…Is there some cultural issues there that could allow airlines on this (recent) fast growing market segment to go more “risk taking” with their service offers?… none will take the risk to serve such puky stuff on the London- NY route right !…

Maybe using this event as tipping point, it would be interesting to investigate the whole airline’s decision chain which allowed “this” to land on the table tray of this passenger…

By: Ashish Banerjee

Ashish Banerjee — Tue, 03 Feb 2009 11:27:00 +0000

Yes. He will be a lifelong advocate now, instead of a lifelong critic – because he has been heard and his gripe has been acted upon. He’s been given control. He can shape. And we all like being able to do those things. And we talk about them when a brand opens up enough to invite us in and let us do that. Virgin couldn’t have done any better.

By: Fabio

Fabio — Mon, 02 Feb 2009 14:42:28 +0000

An airline who listens?? and Airline who cares ??? an airline who invites their custoomers to make changes?? and airline that seeks advertising through sensationalism and gets it so easily…… who could be in charge of such an Airline.

It an advertising stunt and its is working. even if at the end of he day they only change one meal on one flight it was worth it

By: Cristian Saracco

Cristian Saracco — Mon, 02 Feb 2009 09:33:46 +0000

I don’t know if it is good or not… But, for sure, it is coherent with Virgin and Branson behaviours…

And considering coherency as an honest attitude… Probably in that case, the brand experience is reinforced…

Also, it’s quite difficult to generalize thi situation. Virgin (as well as Branson) behaviours are quite unique and far away from the average in any industry… So, this could work with them… but only with them (and correctly decodified by the Virgin tribe)