Flightmare: The PhD Graduation That Wasn’t…

As the clock struck 6 AM, I, Naa Dedei Sama, walked into the bustling airport with unwavering confidence. A subtle smile played on my lips as the thrill of fulfilment coursed through my veins. I was on the brink of receiving my hard-earned PhD after years of dedication and hard work. However, this day held more than just academic success; crucial job interviews were also on the horizon, and my quest for early tickets had left me sleep-deprived.

Approaching the check-in counter, I handed my phone to the attendant, expecting a smooth process. Her sudden, strange expression was my first inkling that something was amiss. Minutes stretched into agonizing hours, and what I initially believed to be a minor hiccup had transformed into a nightmarish ordeal.

My bank confirmed the payment, but the airline refused to acknowledge it. What followed was a banking saga of epic proportions. Helpless, I rebooked my flight for the evening, but the nightmare continued.

The merchant insisted I pay an exorbitant fare difference, leaving me seething with anger. Having missed my second flight, I was left with no choice but to fire off an angry email. It was the only thing that seemed to work.

Finally, someone took the situation seriously, and the truth unravelled. Unfortunately, the damage had been done, and I had missed my graduation, stranded in the heart of the airport, exhausted and disheartened.

As a Customer Experience expert, I have much to say, but I am eager to hear your thoughts. What went wrong, and how could it have been prevented? Was their service recovery up to the task? Share your insights in the comments.

The investigation revealed startling facts:
• Third-party Merchant: I used an approved third-party merchant, but a payment verification delay caused chaos.
• Delayed Confirmation: The airline’s verification process delay, perhaps due to a system glitch, led to them not receiving payment or booking details.
• Unwillingness to Assist: Surprisingly, despite recognizing the approved vendor, the airline was unwilling to intervene and insisted I resolve the matter with the merchant directly.
• Merchant Confirmation: The merchant later confirmed the payment, acknowledging their system error, but the damage was already done. I missed my PhD graduation, incurring emotional and financial costs.
These findings stress the need for efficient payment verification processes, improved communication, and the far-reaching consequences of poor customer service decisions.

Customer Experience Learning Points and Impact

• Proactive Issue Resolution: Addressing potential issues before they escalate can prevent customer distress and dissatisfaction.
• Transparency: Providing customers with clear and honest information about the status of their transactions and the resolution process can build trust and reduce frustration.
• Vendor Collaboration: Effective collaboration with approved vendors is essential to ensure a seamless customer experience and avoid disruptions.
• Brand Image: Mishandled interactions can leave a lasting negative impact on the company’s brand image, emphasizing the importance of consistent service quality.
• Employee Training: Well-trained and empathetic staff are crucial in managing customer issues, as their responses can significantly affect customer satisfaction.
• Preventive Measures: Implementing preventive measures and system checks can minimize the occurrence of payment and booking verification delays.

The impact of this experience on Naa Dedei was profound. She missed her PhD graduation, and the merchant and airline’s lapses had consequences not just for her but also for their brand images. This story underscores the central role of customer experience in the modern business landscape and the far-reaching consequences of mishandled interactions. I am curious to know what your thoughts are on this experience. Kindly share them in the comments.

Yvonne Quashie
Head, Customer Experience – UBA.