Philippine Airlines (PAL) recently offered The Real Deal Promo where international fares were at rock bottom prices.
I don’t recall seeing PAL airfares this low. Imagine going to many destinations and back for less than half the regular fare , it doesn’t get any better than that. You are almost tempted to ask, is this too good to be true?
The answer is YES!
I am not referring to the prices. While the promo was true to its claim regarding ticket prices (e.g. roundtrip to the US incl. travel tax is just about P25,000 or $520, roundtrip to HK is just P5400 or $110), the PROBLEM WAS HOW YOU ARE EVER GOING TO BOOK AND BUY YOUR TICKETS.
The promo was exclusively offered for just 2 days and you have to purchase the tickets online. So come midnight of Apr 27, I opened the PAL website ready to make my online purchase. And I couldn’t believe how slow the site was. I had to try a hundred times within 4 hours during the wee hours of the morning before I was even prompted for payment. And after keying in my credit card details, the screen went blank on me and soon gave me an error message. I got anxious over it, worrying whether I should re-book at the risk of double-charging or not.
The following morning, I got confirmation from my bank that no payment from PAL was effected. I then tried to book online again but the same thing happened. Seeing how hopeless it will be to try to book online, I called the PAL customer service hotline. After about 2 hours of trying to connect my call, I finally got my booking reference number and was told that I could just go to my preferred ticketing office to pay. I said to myself, this is okay. I will still get the online fare rate and I can manage to sneak to the ticketing office the following day with my sister in law after dropping off my nephew to school, and be back in time to pick him up.
I could never be more wrong. When we finally got to the ticketing office at around 11am, we were astounded to see the sheer volume of people waiting inside. If my estimate is right, there were over 3000 people who wanted to transact on that day. People were everywhere trying to ask what to do next and were given conflicting instructions. Some were told to just get the customer queue stubs; Some were told to just write their names in a piece of paper.
After lodging our names in the paper, I thought that maybe this will take me about 2 hours considering there were 25 counters open, so I can manage a 2-hour wait. Again, I could never be more wrong. The 2 hours stretched to 9 maddening hours!!! Throughout that time, I saw people ultra-pissed at the lack of system in the way PAL is managing the surge in customers. People were lost. They didn’t know where to go, where to list their names, where to get their tickets, where to sit down to wait, who to approach, etc. The people who came after lunch were advised that for as long as they are there before 5pm (closing time), they shall be served. PAL will do overtime or overnight just to accommodate everybody who came before the cut off date.
But at around 5pm, PAL announced that they cannot serve everybody and that those whose names were listed in pages 4 onwards would have to come back the following day. That's insane! Imagine, after waiting for hours and hours, you will be asked to just come back the following day and go through the same ordeal all over again? Thank God our names were listed in page 2!
I cannot believe how unprepared PAL was for this promo. First, they under-forecasted the public response. This is a big no-no. If you are going to offer something good, you better be sure that you have the sufficient capacity to actually fulfill that promise. It is always better to over-prepare than to under-serve. Their website was ill-prepared for the surge in hits and traffic. Why make the promo online if the system can’t handle it? There may be cases of double booking and those poor people will have to wait 2 weeks or more before charges can be reversed.
Second, PAL should have had a back up plan. Obviously, there wasn’t one. The phone hotlines were forever busy, the ticketing offices were undermanned, the customer care people were not there to help manage the complaints. At the very least, they could have offered free coffee or water to people waiting. They should have provided for extra chairs inside the ticketing office. They ought to have opened up a few telephone hotlines to answer queries. There should should have been regular updates in the PA system on what was currently happening. There ought to have been at least a flow chart at the entrance of each ticketing office explaining the step by step process for the real deal promo ticketing. These things are fairly easy to do; I don’t know why they haven’t thought of them.
I pity the ground staff who had to bear the brunt of the customer complaints. This can already be classified as a crisis – a customer bad will crisis, one of the more terrifying things that can happen to a your customer relations strategy. Apparently, there was no crisis management and no customer care management neither. The real deal turned out to be a real ill-will.
Fortunately, I am more relaxed and less uptight lately, so I waited patiently and passively compared to other customers. Had I been caught in a bad mood, I would have left immediately after being given conflicting directions. Patience indeed is rewarding. I got our tickets. I saved quite a lot, especially since we booked 6 tickets in all. Unfortunately, I am not that grateful. I didn’t ask for this promo anyway as a special favor. PAL offered it, they are duty bound to honor it. That is precisely why I have decided to rant about my real hassle from the real deal promo in this post.