Hall of Shame: SwissAir -The Service Sucks!!

Ever since I moved to Switzerland some 16 months ago, I have chosen to fly SwissAir rather than BA. Why? Because I found the travelling experience to be better with SwissAir. However, now – today – I am so so minded to switch to any airline as long as it is not SwissAir. Why?

My Experience With BA: Excellent, Could Not Ask For More/Better/Different

It started back in March-19. I had booked two flights – for my son, and my daughter -with BA, from London to Zurich, for April. BA cancelled each of these flights – both of which departed on different days – and notified me via email. Further, BA informed me that I would automatically be refunded the cost of those tickets. BA was true to its word as in a few days of the cancellation notification email I received a confirmation – via email – of the refund. This left me impressed with the professionalism and integrity (moral) of the people running the airline as well as the operational integrity of the IT systems and associated business processes.

My Experience With SwissAir: Wow How Incompetent & Inconsiderate!

As soon as BA notified me that the flights were cancelled, I made the flight bookings with SwissAir. And, I was relieved and delighted as I was so looking forward to my two children coming over for Easter. All SwissAir did to delight me was to allow me to book (and pay) easily/quickly via their mobile app.

Since then my experience with SwissAir is one that can best be described – politely – as poor. Or as the Brit in me says “Piss Poor!” Allow me to set out my Moments of Despair:

1-Flight Cancelled But No Automatic Refund Nor Can I Get Through to Customer Services

Early April, days before my children were due to fly, SwissAir cancelled the flights: those of my children, and my scheduled flight to the UK at the end of April. As I made the bookings, I was notified. Unlike BA there was no automatic refund of the costs of those flights. No, to get a refund it was necessary to go online and fill in a form. Why?

To make it harder for customers to get refunds. Further, it simply was not possible to speak to a member of the Customer Services team. And we were told not to call Customer Services team. What the fork!? I let this be and gave SwissAir the benefit of the doubt given the covid-19 circumstances. Yet, I did notice their lack of moral integrity with regards to issuing refunds. In my way of seeing things: BA had acted decently, and SwissAir indecently.

2-Rebooking By Calling Customer Services, Cannot Be Done Online


Mid-July I rebook my son’s cancelled flight – as I am allowed to do this free of charge – due to the change in terms of conditions set out by SwissAir to deal with covid-19 impact. The thing is that I cannot do this online. Not great as I have been used to doing it all via the SwissAir app on my mobile.

So I ring Customer Services. Thankfully someone helpful answers my call within a few minutes. So far so good. Getting the flight rebooked turns out to be painless. Except for one thing. I am told that the new tickets will be issued and the transaction will be confirmed by email.

I wait for a few days, no email arrives. So concern is present. Which in turn drives me to call Customer Services. I get through and am told “Your ticket has not yet been issued. You are in the queue and your ticket will be issued shortly. Once the ticket is issued you will get an email confirmation.” That does not happen. And, I do not chase as I notice that the booking (including booking reference) appears on my SwissAir mobile app.

Notice that this is a fail for me, the customer, and for the airline. By not keeping the promise, by not keeping me up to date with status, SwissAir made work for me and for itself. I had to call, they had to take the call. I wonder how many customers did that which I had found myself forced to do?

3-Time to Check-In And Get A Boarding Pass For Flight to Zurich

It’s now just less than twenty four hours before the flight is scheduled to depart from London. Son goes to the SwissAir mobile app to do the check-in. Not allowed. Instead instructed to go talk to the SwissAir folks once arrive at London Heathrow. Which means that my son has to arrive earlier (and thus a longer journey) at Heathrow to get this issue dealt with. This is not forking great as my son – due to anxiety – finds travelling stressful. Imagine what my son is dealing with right now.

What does he find at the ticket desk in Heathrow? A queue. And when he finally gets to the ticketing desk, he finds that SwissAir have failed to issue a ticket for his flight!

Get this SwissAir had 2 weeks to issue the ticket. And failed to do so. Then, there, some running around to get the ticket issued so that my son could get a boarding card. And when he did get one, he got one of the shitty seats – as these were the only ones left.

How is it that SwissAir takes the booking, takes my money, and yet does not issue a ticket for the flight? Surely, issuing a ticket is basic, fundamental, business process for an airline, any airline! So, from an CX perspective, this is a huge fail. And, being charitable, I think “OK, it might just be a one-off glitch”

4-Yesterday, Time to Check-In And Get Boarding Card For Flight to London

Guess what happens! Yes, you have guessed it: we go to the SwissAir app to do the online check-in as the flight departs in just less than 24 hours. And we face the same issue: not allowed, told to go see the SwissAir folks at Zurich Airport.

I call Customer Services, I wait only a couple of minutes and get through to an agent. I set out the issue that I am facing. She checks. Sure enough, SwissAir have failed to issue a ticket for the return leg of the trip! How forking incompetent. And inconsiderate with regards to the impact on the Customer!

Can she get the ticket issued there and then? No! The best she can do is to put a high priority urgent request to the ticketing team. And, she tells me that the ticket should be issued in 2 hours so I should attempt online check-in after 2 hours.

Did SwissAir keep that promise? Fork no! It’s around 8pm yesterday and I am on the line with another agent in Customer Services. She tells me that ticket is still not issued. That it is in the queue. And there is nothing she can do about it. That the matter will have to be dealt with the ticket desk at Zurich airport tomorrow.

Conclusion

I am clear that issuing a ticket -correctly and on time – is both an essential and a basic business process. It should happen automatically, and should work flawlessly. It should not be the job of the Customer to chase SwissAir to issue tickets.

Failure, twice, to get this right shows that a hygiene factor in the Customer Experience is broken. And, it shows that SwissAir doesn’t give a fork about the impact on the Customer and his/her experience of dealing with SwissAir.

Once we get past covid and the lockdowns I intend to give carriers such as BA an opportunity to win my business.

Author: Maz Iqbal

Management consultant. Working at the intersection of the Customer, the Enterprise, and Technology. Deep interest in human existence. Disposed favourably to the Existentialist stand. Penchant for originals and original thinking, as well as stimulating thinking and rocking the boat. Otherwise, thoroughly ordinary.