How About Another Serving Of Negative ROI?
December 11, 2008 – 1:04 pm | by Daryl TayLast week I blogged about what not getting involved in social media may cost you, and I have a personal example on it this week.
I’m leaving beautiful Canada in just about a week and I have to go through New York to go home. Because I don’t feel like sitting in a train for 14 hours and don’t dare to drive in potentially snowy conditions on unfamiliar roads, I’m going to fly.
While booking tickets, I made sure to avoid Delta Airlines for one reason and one reason alone: Joseph Jaffe’s Delta Skelter experience and absolute failure to act satisfactorily on the part of Delta Airlines.
Do I know that American Airlines is any better? No, not at all. No one in the North American airline industry is particularly known for being excellent. That also means I’ll take my chances with a “neutral” party than a party that is known to have issues for sure.
So Delta, if you had just made things right at the time, you may just have had my $200 because Joseph would have blogged about how happy he was that you made things right, and I would have based my decision on that positive word of mouth instead of the negative.
And by the way, this is only one $200 ticket that Delta may know about. How many do they not know about?
Tags: american airlines, canada, delta airlines, delta skelter, flying to new york, joseph jaffe, negative roi, new york
2 Responses to “How About Another Serving Of Negative ROI?”
By Joseph Jaffe on Dec 11, 2008 | Reply
Whereas Jeff Jarvis’ Dell Hell was like blast from a shotgun, Delta Skelter is a slow bleed…an irritating cut that gets septic over time.
All I call say is that whatever it would have cost Delta to solve my problem, they’ve “lost” (opportunity cost) in excess of (I estimate) 100X since the event.
Negative ROI indeed.
By Daryl Tay on Dec 14, 2008 | Reply
Joseph, thanks for dropping by. You’re right. The could have put and end to this and generated some goodwill by solving your problem, but instead it’s going to be something forever archived online to stain their brand.