Customer Relationship (Mis)Management

Air Deccan was hailed as the airline that changed the way people fly in India. Even at B-schools, Air Deccan is often sighted as a role-model for other Indian low cost carriers. It is the first example that comes to many minds when one of looking for low cost tickets. My experience with Air Deccan has consistently been otherwise.

I have never found their tickets priced lower than even Indian Airlines, unless I select a ticket 2-3 months ahead of time - which rarely happens of course. The service, experience, management is so below par, its shocking - which also had to do with the kind of people I have come across flying with the airline.

Then come the cheap tricks. This completely blew my whatever-little trust to smithereens. Hunting for tickets in October 2006, I came to realize that their website raises the price of tickets if you stay with the site for more than a few minutes. After that point in time, the same ticket will be priced higher than the first search result. This is widely accepted as various factors can push the price up over time. But when I checked it using another laptop, I was surprised to find the same ticket priced lower. So my laptop was now showing a higher price but another laptop was showing a lower price on the same ticket.

I find this practise a reflection of their unethical business methods to earn easy money. Yesterday CNN-IBN presented a report, which exposed Air Deccan's practise of overbooking their flights out of Bangalore, and then slowing down their check-in process so that people fail to reach the gate on time. This allows them to refuse few people from flying. Mind you, the flight leaves with all seats occupied. As the airline does not refund tickets, they make extra profits from this move which shores up their bottom line. The management blamed a 'glitch' in the software that led to over booking, but it was clear from the report that Deccan could have done more than just refuse ticket holders from flying - if it were a software glitch. And how can this happen day in and day out without them knowing?

When will we have accountability systems in place? With the advent of so many choices, come that many clauses and opportunities for cheating. We, as consumers, also need to stand up against such practices. How many times do we let go thinking 'its not worth my time'?

And I am still waiting to be able to receive a cell phone call at home... After 4 months of complaints, will Airtel ever treat me as an important customer?