It’s always been one of Seth Godin’s argument that handling properly the discontents was the key to good public relations, and I couldn’t agree more.

During my upcoming trip,  I’m going to make a half-dozen hops across North America. That’s as many flights to book. I went and used the portal I regularly go to (fast and clear interface, and, up to now, no problems). I started with the 2 flights with fixed dates. I got the reservation for the first flight immediately, and a mail regarding the other one: the fare I had selected wasn’t available anymore, and so I was supposed to call myself (and pay for the call) to fix the problem.

So I called, and the person on the other end asked me if she could call me back 10 minutes later, so they’d have time to recalculate the price of the fare (hum?). So I waited. And finally she called back.

Turns out the fare had increased by a steep 69€, so I promptly canceled the flight. It got me thinking, though: had the fare increase been only a couple of euros, what would have happened? Probably the same hassle, and only for a couple of euros!

I’ve been using this website for some time now, a fact they have to know because I log in every time. Out of good faith, this intermediary could pay the difference (with a limit of course) and just notify me. How I wish they’d sent this type of mail:

“Wow, just in time!

As you were making your reservation, the price of your flight went up by X€, but we’re covering that charge for you. Consider it a gift from our part. Please enjoy your trip to Y for us!”

This situation is probably a rare occurrence; not much money would be lost in the process, and wow! would that make a great impression! I’d be a customer for life, as opposed to the present situation, where I’m going to finish my bookings on a website with up-to-date pricing.