Virgin America: How a Bad Website Can Kill Good Will
Please make sure you read updates below on how Virgin America resolved our issues with the help of Twitter. Great customer service there but the same couldn’t be said for their phone support at the time.
Ever since Virgin America launched, I’ve been eagerly waiting for the opportunity to fly with them. I’m a frequent traveler and while living in London, was exposed to a lot of Richard Branson and Virgin’s antics and marketing. They’re a fun company with a lot of character and personality. They’re irreverent, they buck trends, providing quality where none used to be expected.
Today, a simple error has caused us a lot of pain and cost VA a lot of good will.
It all started last week when Coley was booking flights for us for a trip we’re taking to LA. She went to virginamerica.com, looked up appropriate times, and booked the flights. However, when she was done, neither of us received a confirmation e-mail even though she’d entered both of our email addresses.
Two days later, we still hadn’t received any confirmation emails. We checked our spam folders to no avail. Coley logged into her VA account and the website said “no pending flights”. No charges had been made to the credit card, either.
As it was two weeks from when we needed to fly we needed to get tickets soon. We assumed the booking hadn’t completed and proceeded to book another set of flights. However, the original itinerary was no longer available as they were booked so we booked slightly different times to fly (but kept the same days).
Another two days pass, and we discover that Virgin America has charged us for both sets of flights. “No big deal,” we thought, “we didn’t receive any confirmations at all and the flight still doesn’t show up on the website. We’ll just call them up and they’ll fix it.”
As you might have guessed, it turns out that even Virgin America with all its irreverance and snarky humour has a Big Corporation side. Coley was on the customer service line for 2 hours, during which time she was subjected to two disconnections and multiple attempts to charge us $150 cancellation fee — again for a flight which we didn’t even know existed.
After the first 2 hours, Coley finally got through to a manager, David, who was reasonable but unable to give us a refund on the flight. Instead, he offered to waive the $150 but the ticket cost would have to stay as airline credit. We reminded him that they were keeping our money for a website error but after an additional hour of back and forth, it was clear he wasn’t empowered to do much else.
His proposed solution? Use the “contact us” link on the website—the website that broke and charged us $300 without telling us we had any flights booked.
This episode shows how a business must invest in more than just its core service. Virgin America may have created a stellar flying experience that outclasses most but that doesn’t mean they can compromise in their online experience and their customer service.
The most frustrating part of this entire episode is how it feels like we’ve been blamed and then penalized for an error on their part. All the good will garnered through their savvy multi-million dollar marketing, fancy mood lighting and in-air WiFi was washed away because of one website error they wouldn’t take responsibility for.
Update 11:00AM 18 May 2009: @VirginAmerica responded to our Twitters. It probably helped that others also retweeted us (thanks!). I’ve given them my email address and we’ll see where it goes from here. I’ll be happy to have this resolved but it really shouldn’t have needed this much of a fuss in the first place.
Update 02:41PM 03 June 2009: @VirginAmerica told us we should expect a refund within a week of the last update but it didn’t come through. It turns out that this may have been due to our end because the credit card we booked with was lost and replaced in that time. They have been incredibly quick and responsive in their Twitter responses. Our friend @ang also ran into the same issue yesterday where she booked a flight but it didn’t show any confirmation, didn’t send her an email, didn’t show up on her Elevate account and didn’t show any charge on her credit card. She’s also been in touch with VA because she Twittered about the issue.
I’m really glad Virgin America is coming through so well with the social media tools and customer service but I really hope they fix that web issues that are plaguing them. I also sincerely hope the phone support staff will be empowered and educated on not putting the blame on the customer when the company’s technology fails. I’ll give a final update when we do sort this out but it looks like it’s under control.
Update 05:38PM 07 June 2009: The money has been refunded to our account! Hooray for Twitter and companies using social media!
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