Aeroplan – misses the points of loyalty


Over the last 20 years, I’ve had the pleasure of working with a great many companies to help them assess and improve their customer service performance and overall customer experience. Most had a few processes and policies that were working against their ability to build customer loyalty, but were fixablewith simple tweaks.
Aeroplan, Air Canada’s “loyalty” point partner continues to surprise me with the way they do business (not in a good way), and are way beyond the ‘tweaking’ stage. The ironic part is that, in theory, they are in the customer loyalty business. Here’s the latest:
I was looking into return flights to Vancouver, and couldn’t seem to find any for the advertised “starting from 25,000 points”. I hunted around for an email address (couldn’t find one on the website – and had to Google it), and sent the following email:
“I’m trying to book a return flight Ottawa – Vancouver, leaving in May, and returning in Sept. (actual dates aren’t important – we’re flexible) At the top of the page it says “starting from:25 000 miles”. I have only been able to find flights from 50,000 miles. Can you tell me when one can fly from Ottawa to Vancouver for the advertised 25,000 miles? Thanks”
The first response I got was from their automated system. They want my cooperation? Seriously, how hard would it be to make this a little more personal andfriendly? Here it is:
This is an automated response. Your e-mail has been successfully received. The Aeroplan Correspondence department handles e-mails from Monday to Friday during normal business hours, except on Statutory Holidays. Should you require immediate assistance, please call Aeroplan directly at 1-800-361-5373 or at 514-395-0300 from Montreal or abroad. Your cooperation and understanding are appreciated. Please note that queries regarding bookings must be handled by our telephone Representatives
The rep’sresponse, received a couple of hours late,was basically – “Not myjob – like we said before, yergunnahafta call our 800 number” Oh, fer cryin’ out loud! Okay – so I’m going to call and ask for someone to email me a list of possible flights. I’m guessing that Aeroplan is afraid to put things in writing, but let’s see how it goes. Stay tuned!

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