Delta delivered bad news to some of their most loyal customers and went MIA.
At the time of this writing, the brand’s last original post on the platform formerly known as Twitter came on Sept. 13 (though they’re very active in replies), posted once to LinkedIn, hasn’t addressed the issue on its Instagram feed and the Delta News Hub features two updates since, neither about SkyMiles.
While its social team is working around the clock with a carefully crafted (and likely vetted) response to customer complaints (and let’s remember to treat them with kindness), corporate has abdicated its responsibility to deliver on the values it claims are so central to the brand.
Avoiding the conversation only further entrenches the negative sentiment brewing amongst those customers who are displeased. It also leaves brand loyalists (though soon to be free agents) to fill the void, which they are very passionately doing.
Live by the FYP, die by the FYP.
The importance of taking accountability
“We have heard your feedback…”
“I’ve read your letters…”
In messaging these changes, Delta is patting itself on the back for listening to customer complaints and feedback. The brand’s position is that these changes are a response to customer comments regarding the confusing nature of earning status, concern over SkyClub crowding, a desire to be rewarded for “total engagement” with Delta and other such issues.
The implication of these communications: Delta is trying to earn a halo by claiming to be customer-responsive, stating that these changes are simply the manifestation of consumer demand. The reality is that it’s not. Customers are not in the boardroom—the decision-makers are.
Additionally, in its public comments on these program changes, Delta fails to mention the impact of program modifications it made during the pandemic, the effects of its partnership with American Express or any of the other business practices that can, and did, lead to an inflated and crowded SkyMiles program.