How Systems Thwart Service

Southwest Airlines It’s totally my fault. I’ll start up front by admitting that. Southwest Airlines was kind enough to sponsor my flight to and from the Social Media Club Dallas event, and I’m grateful for that kindness. But it all got messed up in the end, oddly thwarted by not having the right piece of paper on hand when I got to the ticket counter.

The method is supposedly simple: if you receive a free voucher to fly as the guest of Southwest Airlines, they send you a paper ticket. You present this piece of paper to the ticket counter person when you check in, and then you receive a boarding pass.

I believe I have the ticket somewhere. It might even be in my suitcase. But it got a bit confusing to me, because I flew a different airline into Dallas, and so I thought everything was just kind of adjusted. (Assumption. See how I’m still showing you this is my fault?)

BUT (never forget that when someone says “but,” they’re kind of discounting everything that they just said. I try not to write sentences with “but” in them for this reason.

But, if the system knows I’m a guest of Southwest, if Southwest’s own social media star and I shared handshakes last night at an event in the heart of Southwest’s territory, then why was it so tricky to resolve this at the counter?

The detail in this, that somehow not having a piece of paper issued by a computer system was catastrophic to the actual service of moving me from one location to the next doesn’t add up to me. (And let me be clear: it was my fault. It was my fault. I didn’t have the piece of paper. I didn’t follow the rules they’ve set up, because I didn’t have the piece of paper.)

But if the system knows, if the fancy people know, why isn’t it just, “Welp, here’s a new ticket, sir. Get home safely to your son on his birthday! See you next trip!”

Instead, what’s in my head is this: “wow, I’m not smart enough to fly Southwest. If I lose a piece of paper, I’m out of the game. Hell, it took me two years to realize that if I checked in the night before, I’d get a better seat. Guess I’m just not the right guy for this airline, complementary flight or not.”

It’s okay. I’m not always thinking about the day-to-day things. Hell, I didn’t even know Southwest flew out of Love Field and not DFW, so I paid my cab driver $68.70 plus tip to correct that error.

But man. Just because of a paper ticket? Seems like a silly system if it gets in the way of service.

Oh, we complaining bloggers. We mess up the simple things. Hello from seat 10F.

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  • http://amandamagee.com amandamagee

    Ok, I find myself as oddly invested in this story as I used to with Casey Kasem's long distance dedications. Does “Seat 10F” mean you are on your way home? On Southwest? Heading to your birthday boy? If so, after all the worry, seems kind of exciting and knight on white horse(ish).

    Good luck!

  • http://businessonpurpose.co.uk/ Andy

    Airlines are there to make other industries look good. Haven't flown with any airline that didn't try hard to ruin the experience. Glad you managed to get on board.

  • christiday

    Hey Chris -

    Sorry for the mishap today. Honestly, I could've driven a ticket over to Love Field or even swung by DFW…(it's on my way to work) to pick you up and get you to the right gate. Trust me, we know paper tickets are a thing of the past. Our technology/online team is furiously working to change that, to make 100% of our ticket paperless.

    In the future, feel free to call me (817) 808-5321 – like I said in my tweet to you this morning, we can refund the ticket you purchased to get home today.

    Christi Day
    @Southwestair

  • http://www.raviudeshi.com/ Ravi

    I was following your travails on Twitter and was also surprised a simple piece of paper could derail your flight, in this day and age.

    Wasn't there a way to present a boarding pass via your smartphone or the like?

    (by the way, it should be complimentary*)

  • http://chrisbrogan.com Chris Brogan

    Thanks for the kindness, Christi, and as I said, it's my mistake. But think about what you just said, too. DRIVE A TICKET OVER? Yipes.

    Your outreach is commendable. I really appreciate YOU. I realize this is a system change. In essence, I'm highlighting it and/or underscoring it, and/or wondering how it was ever the right way to do things (paper-only) since the world started trying to be paperless from the 1990s forward.

    Again, not mad. Really really really aware that it was my fault. Just pointing to a system thing.

  • http://chrisbrogan.com Chris Brogan

    I'm on the plane. Everything's going to turn out okay. : )

  • http://twitter.com/pamperedpilot pamperedpilot

    As a pilot for another airline, so sorry for the travel mishap. It is hard to believe that in the era of e-tickets that such an outdated system would be in place! Especially for their special guests. Not fun, and someone along the way should have mentioned that DFW is not where you need to go when you fly SWA into Dallas. Unfortunately, the industry is such that the employees at the gates are really more like checkout clerks. Their responsibilities lie with on-time departures.

    Perhaps a SWA “Guest Card” like the SBUX card should be implemented. It is easy to store in a wallet or purse. If anyone can find a solution, it's you!

    p.s. Have a wonderful weekend!

  • http://twitter.com/pamperedpilot pamperedpilot

    As a pilot for another airline, so sorry for the travel mishap. It is hard to believe that in the era of e-tickets that such an outdated system would be in place! Especially for their special guests. Not fun, and someone along the way should have mentioned that DFW is not where you need to go when you fly SWA into Dallas. Unfortunately, the industry is such that the employees at the gates are really more like checkout clerks. Their responsibilities lie with on-time departures.

    Perhaps a SWA “Guest Card” like the SBUX card should be implemented. It is easy to store in a wallet or purse. If anyone can find a solution, it's you!

    p.s. Have a wonderful weekend!

  • http://vsellis.com Scott Ellis

    Chris,

    Hope you finally made it home safely and as a former road warrior I couldn't agree more than systems like that need to be simplified for the revenue savings they could bring a company via the back end improvement in customer service (ahem, hat tip to you who mentioned that very point at #smcdallas last night with @southwestair people in attendance) but also for the simple savings of automating the process.

    I realize that in business that the internal workings of a company sometimes making getting such things done more difficult than it seems to us consumers but given how much SWA apparently loves my bags, I would expect them not to overlook a potential customer service snafu like that every time someone needs a piece of paper to fly. (I mean really? Paper?)

    Besides, how much does it cost to issue a paper ticket and keep track of all of that garbage?

  • http://www.elloinos.com Markus Stolz

    This is a good way to communicate critisism, keeping it polite, not blaming, but clearly marking a point. No surprise Southwestair already replied to the threat – also in a very positive way.

  • http://www.brainzooming.com/ Mike Brown

    It's both great and challenging with Southwest. It's set up a very definitive system designed around its efficiency. It's made modifications to expand its target customer, but it very much manages customer behavior to its advantage, with the typical benefit of frequent, on-time flights at a reasonable cost. It does mean though that piece of paper's really important, unfortunately.

  • http://aaronhoos.com/ Aaron Hoos

    Chris, This is a gracious and “kingly” response.

    I find myself torn at your predicament. On the one hand, I want to agree that this would be easy to fix by getting the counter agent to look into their system and find some kind of special notation by your name. It should work that way. On the other hand, I understand that strict security airline measures and process-people-through-quickly-and-profitably will make that kind of unique per-person service extremely challenging. (Not saying it can't be done, just thinking about both sides of the coin).

    Glad to see you're posting from 10F; presumably that's a good thing!

  • http://copyblogger.com/ Brian Clark

    Sorry for the hassles bro… that sucks being thwarted by a piece of paper (and they obviously didn't know who they were dealing with expecting you to show up with a piece of paper ;-)

    As for the whole Love Field / DFW thing, Dallas folk will have to smile about that. That's such a much bigger issue than you know (google “Wright Amendment” – it's a crazy story).

    But in the meantime, anyone going to the airport in Dallas should tell the cab driver you're flying Southwest, so he can explain to you why you don't want to go to DFW. ;-)

  • http://blog.mlmebusiness.com/ BrianJUY

    I really dislike flying… Not the act of flying… But the whole circus around it… Hopefully you can get a couple of cocktails and relax for the rest of the flight…

  • lucythorpe

    I really want to hear more about use of the word BUT. I write it all the time !

  • http://www.kherize5.com Suzanne Vara

    Hmh. A piece of paper. I am guessing that unintentionally they are affording their “guests” a little extra nuisance value that is not afforded to those who purchase tickets as they can print their boarding pass at check-in. One would think it would be the other way around. In the end the important part is that you are getting home for your son's birthday as little kid birthdays are the best! Happy Birthday to your son, another year old and new things to learn.

  • http://www.rockandrollmama.com rockandrollmama

    The beauty of it is that all your Boy will know is that Daddy is home.:) Safe travels.

    I fumbled an Amtrak ticket the other week and stood by the line, preparing to miss my train as I went through 8 pockets. All I could think is, “PAPER??? Seriously, Paper?”

    Good to hear Swest Air is working on it- now, Amtrak, whaddya say?:)

  • http://twitter.com/PeterFaur Peter Faur

    I know these things happen, and companies can always be better. And I know you went out of your way to say good things about Southwest. I'll just add that living in Phoenix, and traveling two to four times a month, I'll move heaven and earth to fly Southwest whenever I can. Hands down it's my favorite airline, especially now that I've been trained in the ways of Southwest. Have a good weekend with your son!

  • http://www.dogspelledforward.com egoebelbecker

    Really is kind of amazing how painful and difficult flying is. A paper ticket. I especially love how “e-ticket” is really shorthand for get-the-pieces-of-paper-at-the-airport-instead.

    But, as long as the airlines think it's acceptable to use the TSA as an excuse to provide terrible service instead of an opportunity to be better than the other guy, flying will be awful.

  • katybeth

    My mom often says– “i did not say it was your fault, I said I was going to blame you.” If you really are like most of us, and were not sitting in 10F and did not make it home for your son's birthday you might have said it was your fault but you would have blamed Southwest for the taste in your mouth.

    Customers first. Its wonderful that Southwest “fixed it for you.” But would they “fix” it for me?

    I'm glad you shared the rest of the story “I am on the plane, everything is going to turn out ok.” Like @ amandamagee, I felt a certain investment in the story!

    Travel well,
    Katybeth

  • http://copywriteink.blogspot.com Rich Becker

    Hey Chris,

    You're right that systems should never override customer service and it's great to read this an area Southwest is already working to change.

    However, for your readers, it might be worthwhile to mention that customers don't have to accept the system either. A call to your contact would have likely cleared everything up. Employees at many different companies don't often feel empowered to make such decisions on their own. Perhaps that was the real challenge in this case.

    All my best,
    Rich

  • http://davidhorne.me david horne

    Chris, as I was reading I was reminded of a memorable scene in Planes, Trains, and Automobiles involving Steve Martin.

    I am glad you made it. Sometimes simple (a piece of paper) is too complex I guess.

  • http://stevenbuehler.info swbuehler

    There's a saying: Everything before the word “but” is bullshit.

  • http://zaneology.com zaneology

    Chris!

    Your stint in Dallas should have been fully “hosted.” If I had known you were on your own for the ride to the airport, I would have happily stepped up. I'm pretty sure a lot of people here would have. That's just how it should be.

    Not that it would not have alleviated the very frustrating “paperticketgate”, I guess…but the domino effect of circumstance FAIL would have been slightly less painful…Not to mention the additional time you “might” have had to hassle w/ the ticket if you had just not embarked on an extended tour of the DFW metroplex Airports.

    I'm not even sure if I have a point..hahahaha…Well except for – YOUR peeps – We, YOUR peeps would have been happy to take care of you. I, for one, am very sorry that I missed out on the opportunity to help you simply because I DIDN'T ASK if I could help you. I also ASSUMED.

    HAPPY BIRTHDAY HAROLD!

  • http://steveplunkett.com @steveplunkett

    if i told you.. why i will NEVER fly southwest again… well.. let's just say.. they forgot.. that the bags aren't the important cargo.. people are..

    and with the dallas peeps u know.. Zane, Brian Clark.. etc.. you shouldn't be taking a cab, ever..

    glad u got on the plane..

    looking forward to reading your book.. =)

  • http://www.vmrcommunications.com Hugh Macken

    Chris, I feel as though I've been in that type of situation a million times before. I've come to expect it. It just seems to happen a lot more frequently with the big box brands and a lot less and frequently with the the mom and pops. Frankly, I just go in expecting this kind of situation, knowing that it is in fact harder for large companies to be agile with respect to customer service. Sorry but I'm just speaking from personal experience (which does actually include good experiences with Southwest, by the way).
    Here's an example of what I like: Associated Sales & Leasing in Marshfield, Wisconsin: I will go there any day of the week to rent a car instead of _____, even if they are a bit pricier (which surprisingly they are not) because I'm treated like a human being not a human doing. I feel as if they are trying to understand me rather than expecting me to understand them. Big difference.
    By the way: Next time, use Amtrak. Rail is (ok, i admit, i'm just hoping, i realize it is probably not:) the transport of the future for the US. Slower, yes, pricier now, yes, but a lot calmer. :)

  • http://twitter.com/localredhead Levi Strope

    A few years ago as a consultant, Southwest brought me in as a specialist to help solve a problem with their Learning Management System – the system that all the pilots and instructors take there tests on to get certification. It was sick, and they needed me.

    So I flew down there on 3 hours notice, got to love field and was personally picked up by the head of the department I was to be working in, and quickly ushered to the sick and ailing system so it could be diagnosed.

    After my work was done, I was handed one of these nice little paper vouchers. I didn't loose mine – but I lost my seat.

    It seems that if you are a guest of Southwest Airlines and the flight you are supposed to fly on is full – they will kick you off without notice and tell you “Sorry about your luck. Please wait for the next flight” — As if it was a bus station and there were flights regularly leaving Fort Worth for Columbus!

    I ended up having to jump on 4 different flights each with a lay-over of an hour or more before even getting out of Texas. What should have been a 5-7 hour trip back to Columbus took more like 13 hours. Ofcourse since Southwest was happy to pay for the flights they weren't willing to pay me for my time in transit. This is what being a personal guest of Southwest Airlines gets you.

    I'd rather pay for a seat any day than take a handout.

  • susanbaze

    WOW…as a person weho has recieved complimentary tickets from Southwest…and remembered my ticket (Which was explained dutifly to me) and in a time of Terroristic activities I had absolutley NO problem with the travel OR with ticketing issue.
    Oh and the money you spent on the taxi would have been spent on BAGS at another airlines…
    Somehow you confused me, you KNOW it was your fault and apparetly you are making it back in time why do you feel a need to your complain?

  • http://deliverbliss.com Tim Sanchez

    Systems don't thwart service. Rigid, inflexible systems thwart service.

    Systems streamline service when everything goes as planned.

    A system that allows for some flex (with employees who are empowered) allows you to accommodate for the ifs and buts…especially when that but(t) is Chris Brogan.

  • sylviaseabolt

    Chris,

    I feel as if I was right there with you through this whole ordel…oh wait, I was. But, you situation taught me a few things. First of all, that cab fair was ridiculous for the distance between the 2 airports. Secondly, I have lived in Dallas my entire life and have been on more that 100 Southwest flights. In fact, I have 3 trips booked right now for the next month. I am astonished that Southwest even responded to your tweet. And, it kind of ticks me off. I have send messages to them, RT their posts and I get nothing. I guess you have to be someone to get a response from Southwest? And lastly, come on…a free flight and you have to have a piece of paper? If there are apps that store your store reward/loyalty cards, why not an app for your ticket? Just this week on the local news they reported that Southwest had record profits again. I am nothing more than a paying customer, but couldn't they use some of those profits to get with the 21st Century?

  • ellagantz

    So, the question is this, Chris — was the ticket counter agent nice? Attitude is everything, and in the realm of customer service, I would much rather deal with an earnest agent who is honestly befuddled and trying his or her best to make it right — than some hard-nosed creep who is holding the corporate line. Southwest is usually pretty good at the former. Great having you in Big D!

  • ellagantz

    The question is this — was the counter agent nice? I would much rather deal with an earnest ticket agent who may be befuddled but is trying to make it right than an intractable corporate cog who never embraces his our her own authority on behalf of customers. Attitude is everything. Really. Southwest is usually pretty good at the former. Great to see ya in Dallas!

  • http://happyandblue2.ca Happy and Blue 2

    I'm with the airline on this one,
    Without the paper ticket what's to stop me or anyone else from saying “I'm Chris Brogan and I have a free ticket” and then say “Sorry I forgot the ticket. Just check on your computer.”

    Paperless systems are good but not perfect in every situation.

    And not everyone knows who famous bloggers are or what they look like..

  • christiday

    Hey Sylvia -

    You don't have to “be someone” to get a response from Southwest. Check our stream, I respond to strangers all the time! Sorry if I haven't reached out to you directly, or if I made you feel like you don't matter. You, and every Southwest Customer, means the world to me. My cell phone number is above in my response to Chris – if I can ever do anything for you please call, tweet, email, Facebook, etc.

    I appreciate your honesty and your loyalty to Southwest,

    Christi Day

  • http://twitter.com/Robert_Rose Robert Rose

    Chris,
    Got your update on my RSS reader and the Google Ad that got plugged in was for Alaska Air. Gotta love contextual advertising. #ironic

    Happy birthday to your son – and I'm glad you got home safe.

  • denisefernandez

    We'll be working over the weekend to launch the “Brogan button” on TripCase. It will automatically detect a less-than-knowledgeable cab driver and immediately alert you to avoid paying for an airport joy ride :)
    So sorry for your am troubles, but happy you'll be home soon to enjoy your son's birthday celebration.
    @denisefernandez @tripcase

  • CynthiaSmoot

    Yikes! What a long day… I saw Christi's comment and, as usual, SW has the best customer service ever – responding right away and trying to make it right. Even if they are working with a few antiqued practices, it's still my favorite airline. Check out the YouTube video I did on your visit: http://bit.ly/83XIQW Lighting sticks but it's amusing. Zane and Brian have cameos. Hope you ended up home safe and sound.

  • CynthiaSmoot

    Wow, the fact that you are giving out your cell phone number is amazing (and crazy) in a good way. One more reason to love SWA!

  • surgepromotions

    Ouch. I guess sometimes kindness can expose a lot of your weaknesses – as witnessed in this situation.

  • http://armystrongmom.blogspot.com/ jilliansmitty

    In defense of Southwest – they are the best airline out there right now. I haven't flown any other airline in…at least 4 years, maybe 5. So, way to suck less than everyone else! Bags fly free! Yay Ding! fares! That's my little pitch :)

  • http://www.wordpresswise.com/ Russell Jamieson

    Hey, they flew you to your destination in a big metal coffin with a rocket at the end and you arrived safely. Okay, it cost a few bucks. Buddy Holly wasn't so lucky.

  • http://www.mediabadger.com/ Giles Crouch (Webconomist)

    To me it's endemic of the challenge faced by communications technologies; as much as the cost of the transaction of communicating has been reduced, we've seen a corresponding increase in the number of technologies to communicate through…email, microblogs, mobiles, phone systems…

    The challenge for SouthWest is the same challenge faced by other large organizations – how do you create a system-wide set of communications protocols to ensure smooth communications, prioritization and the ability to connect with whom you need to connect when needed?

    Glad you got sorted. Glad you made your son's B-day.

  • http://www.retirepreneur.com Donna Kastner/Retirepreneur

    Had a similar experience over Christmas with a “ticket” but this one was for a honey-baked ham… It's T minus 24 hrs til Christmas dinner – I zip into shop without my confirmation email (my fault – should have read fine print)… zip back home to get it, return with “ticket” 30 minutes later, wait another 20 minutes on line, only to be told they're out of hams. Felt like I was living a Seinfeld episode – why bother with the online reservation in the first place?

    Rules are important – they drive efficiencies and cost savings – but we gotta get better at coming up with Plan B options to rescue the transaction and restore customer satisfaction. So much time, effort, and dollars to win a new customer – it's a shame if we lose 'em in the final lap due to a technical fumble.

    Hope you're eating birthday cake and having fun with your son!

  • Sdjensen

    This was so funny–should have had you mom run it over to you–as an admin she probably knows where everything is! Have a good trip, Chris.

  • billgarber

    The smarter one is, the more likely a system will bite one. Take it as a complement. (I know, that is hard to do under the circumstances!)

    Even SWA apparently believes this guest ticket process is lame. And no doubt they want to replace it. And as the only airline to show profits 37 years in a row, I'll bet they will figure this out if it is going to make it more likely that they will make that 38 years in a row.

    May I offer my favorite airline a suggestion … Since I can buy a ticket for a friend, by simply posing as them, using their name and email address and my credit card, my guess is that SWA starting tomorrow can/will resolve this craziness by simply asking a guest flyer to email them the necessary information, and then hand enter your name and email info into their website and buy you a ticket that will arrive like every other SWA ticket buyer's, right there in your email box … just like mine arrives.

    As for guest flyers needing to check in, the SWA guest ticket buyer will have your confirmation number, and can set their outlook calendar to ding them to check you in, so it doesn't matter if you check in or not. I check flying family members in all the time–when I remember :(

    Oh, and because their guest flyers will likely be new to SWA, the gift giving employee will email you a reminder as to the specific airport where your ticket is valid.

    Now about you, for as much as you travel, man, you should be flying SWA all the time! You are definitely overpaying with those other guys and are missing some good humor along the way, to say nothing about more convenient airports just about everywhere.

    Think about it … no charge for the first two checked bags, no charge to change your ticket, and lots of direct flights.

    And next time some airline offers a free ticket, just tell them, 'Actually, I'd like to buy my own and send you the copy of the ticket receipt and you can send me a check to cover my cost. Free tickets are a headache!' That's what I do at Sam's Club when they offer to scan my cart with the hand scanner while I'm in line–that process has uniformly failed to get it right for me, which really slows things up at the door! And when it comes to systems, Wal-Mart checkout is pretty darn legendary, or ought to be!

    Well, you have made the most of a bad situation to our communal pleasure … good luck the next time you fly.

  • Jeana Lawrence

    Odd. I can't decide how I feel about this …

    On one hand, Southwest did give you complimentary tickets. If they are free, then how can one complain about the system?

    On the other hand, the paper-based system is old and antiquated. It was difficult to navigate it without one simple voucher.

    You write that it is your fault, but it still comes across as one big it's not my fault.

    Doesn't really sound like you.

  • clarabela

    I am sorry to hear you had so much drama on your return trip home. Airlines seem determined to make it impossible to have a pleasant traveling experience. And I can't believe the cabbie didn't ask you what airline you were flying. Those cab at The Fairmont do nothing but airport runs all day long.

    I hope this doesn't sour you on returning to Dallas.

  • http://www.mikemerrill.com Mike D. Merrill

    Chris, I apologize for you heading to the wrong airport. I take full responsibility for it. When I offered to take you to the airport in the morning and you said you were ok with taking a cab, I just assumed the cab driver would ask you what airlines and take you to the right place. I should have insisted. It really wasn't a big deal. So sorry Chris.

    As for the ticket, I'm so grateful for Southwest for helping us out, but did have my concerns that I couldn't see anything validating the reservation online. That's why I had Nancy chat with your team.

    Next time I'm taking you to the airport and we'll ensure we get you checked in. Until next time.

    Mike

  • musingsofahousewife

    I appreciate that you made the point (over and over, lol) that you didn't have the ticket, but your point is a valid one, and it happens ALL THE TIME. I am so tired of systems getting in the way of good service. I know there have to be systems in place for things to run smoothly, and I know that if the systems aren't followed, things will ultimately not run smoothly. But all too often the people putting the systems into place aren't able to make an intelligent judgment call and know when to break protocol and when not to. And it most certainly gets in the way of good service and hurts a company's reputation.

    As an aside, I find flying Southwest to be highly aggravating, although I know many people love it. The convoluted way they line you up to board makes me crazy.

  • http://successbeginstoday.org/wordpress John Richardson

    Great post, Chris. I don't fly much, so each time I go to the airport it's a new adventure. I'm usually worried that my carry-on will fit somewhere and I'm always trying to figure out how to get my shoes off and my stuff put through the x-ray machine. With all that distraction it's easy to forget about something like a paper ticket and heaven help you a passport. Thanks for sharing your grief. I'll be holding on to my ticket for dear life next time :-)

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