Delta Air Lines acaba de ofrecer una gran disculpa y es una lección de liderazgo efectivo

Hace mucho tiempo hubo una película con una cita famosa: “Amar significa no tener que decir nunca que lo sientes”.

En realidad es una línea tonta. (La actriz que tuvo que decirlo luego explicó que lo odiaba). Los amantes tienen que disculparse todo el tiempo.

gente de negocios también. Y afortunadamente tenemos un muy buen ejemplo para ver esta semana.

Es el mensaje de disculpa del CEO de Delta Air Lines, Ed Bastian. enviado a los miembros de SkyMilesy que la aerolínea transmitió a millones de otros pasajeros a través de su sitio web, los medios de comunicación e incluso la página personal de LinkedIn de Bastian.

Preparemos el escenario y analicemos por qué funciona tan bien.

“Nada bueno en volar”

Si ha estado en un avión últimamente o ha escuchado algo sobre los viajes aéreos este verano, sabe que es una situación tensa. Los aviones a menudo tienen exceso de reservas, los vuelos se retrasan y cancelan, los empleados de las aerolíneas están sobrecargados de trabajo y los pasajeros no están contentos.

El sábado, se cancelaron casi 650 vuelos de EE. UU. y se retrasaron 5200 (no específico de Delta), según FlightAware.

Quizás el mejor resumen de la situación que he visto proviene de una azafata que recientemente se volvió viral con sus consejos de viaje para el verano de 2022. Su primera sugerencia: no vueles si puedes conducir.

(“No estoy bromeando”, escribió. “Volar no es divertido en este momento.”)

Si está volando con Delta Air Lines específicamente, está volando con una aerolínea donde los pilotos están luchando por un nuevo contrato, y los problemas de exceso de reservas se han vuelto tan graves últimamente que Delta terminó ofreciendo a los pasajeros $10,000 por ceder sus asientos y tomar un vuelo posterior.

Por otro lado, Delta ha querido pedir disculpas por sus retrasos y cancelaciones y preparar las cosas para una mejor experiencia en el futuro.

Creo que el mensaje de disculpa de la aerolínea funcionó por tres razones:

  • porque mostró una comprensión general de lo que una disculpa puede y no puede hacer,
  • porque está organizado con un marco de “arriba, luego abajo, luego ‘arriba más alto'”, y
  • porque generó constantemente cinco emociones clave.

Por lo que vale

En primer lugar, tenemos que reconocer que no hay mucho que una aerolínea pueda hacer para hacerte feliz si tu vuelo se cancela y tus planes de vacaciones o viaje de negocios se arruinan como resultado.

Una disculpa no vale los electrones que se necesitan para enviarla. Pero lo único peor que una disculpa ineficaz es no disculparse en absoluto.

En otras palabras, tienes que intentarlo aunque no creas que servirá de mucho. No querrás que tus pasajeros piensen después: “¡Arruinaste nuestras vacaciones y luego ni siquiera te disculpaste!”.

Esto también significa que en la mayoría de las situaciones comerciales es muy difícil pedir perdón correctamente, pero hay muchas maneras fáciles de hacerlo mal.

Irónicamente, elaborar una disculpa decente se vuelve más fácil cuando comprendes que casi nada de lo que puedas decir podría arreglar la situación para tus clientes más agraviados.

1. Emoción

El mensaje comienza con el uso de una emoción importante. Comienza con esta frase:

“La temporada de viajes de verano está en pleno apogeo y comparto la emoción de muchos de ustedes que regresan a los cielos a medida que se levantan las restricciones y se reabren regiones enteras del mundo”.

Esto transmite tanto un sutil sentido de comunidad como una emoción positiva (“entusiasmo”) yuxtapuestos con una breve descripción de las dificultades que hemos atravesado como pueblo. Siempre comience de esta manera si puede.

lamentar

Siguiente arrepentimiento. Y no se tarda mucho en entrar en ella:

“Al mismo tiempo, sé que muchos de ustedes pueden haber experimentado interrupciones en sus viajes, a veces significativas, a medida que construimos nuestras operaciones desde lo más profundo de 2020 y al mismo tiempo gestionamos una demanda récord.

Si ha encontrado retrasos y cancelaciones recientemente, le pido disculpas”.

He aquí cómo: un breve resumen del problema y una disculpa directa y sin adornos. Súbete, haz lo que tengas que hacer y vuelve a bajar.

confianza

A partir de aquí, el siguiente punto clave implica algunas afirmaciones seguras sobre el éxito general de Delta:

“Hemos pasado años estableciendo a Delta como el líder de la industria en confiabilidad y, aunque la mayoría de nuestros vuelos continúan operando a tiempo, este nivel de interrupción e incertidumbre es inaceptable.

Elige invertir su tiempo, recursos y lealtad con Delta, y con razón espera una experiencia de clase mundial en cada vuelo, y eso incluye la mejor confiabilidad en la industria”.

Una vez más, ¿probablemente se siente tranquilo cuando su vuelo se retrasa pero Delta le dice que su historial general es bastante bueno? Realmente no. Pero se trata de recordar y tranquilizar que los problemas actuales deben ser una aberración.

gratitud

Nunca puedes equivocarte con la gratitud; incluso si está agradeciendo a alguien que no sea la audiencia prevista. Aquí está Bastian asegurándose de agradecer y animar a los empleados de Delta:

“A pesar de los desafíos históricos que enfrenta nuestra industria, el equipo de Delta de más de 75,000 profesionales en todo el mundo sigue enfocado en brindarle a usted y a sus seres queridos la mejor atención posible.

Quiero agradecerles por su continuo profesionalismo, resiliencia y el servicio verdaderamente sobresaliente que continúan brindando a diario”.

Esto parece particularmente apropiado dado que los pasajeros de Delta podrían encontrarse con empleados de Delta que protestan en el camino hacia el aeropuerto.

confianza

Todo lo demás por ahora debería llevarlo al último punto, donde Delta explica por qué la aerolínea cree que debe confiar en ellos en el futuro:

“Las cosas no cambiarán de la noche a la mañana, pero estamos en camino a una recuperación constante. Los pasos que hemos tomado incluyen agregar flexibilidad a sus planes de viaje y ajustar nuestro horario de verano para permitirnos recuperarnos más rápidamente cuando surjan desafíos”.

También especifica algunos detalles:

  • Planificación operativa estratégica de las tripulaciones
  • Cancelación de viajes por mal tiempo
  • horarios de embarque más tempranos y cambios de horario para reducir los retrasos
  • “Peach Corps” contrata personal de la sede para ayudar con las operaciones
  • reclutamiento acelerado

¿Funcionará? ¿Quién puede decirlo? Pero una de las cosas divertidas de observar la industria de las aerolíneas es la medida en que tienen que resolver sus problemas en tiempo real, a la vista del público y con un ejército de analistas, inversionistas y periodistas observando cada paso.

Es por eso que siempre sugiero que los líderes en cualquier industria deberían seguir a las aerolíneas, y aunque he publicado un libro electrónico gratuito de lecciones, puedes aprender: Vuelo en clase ejecutiva: 12 reglas para ejecutivos de aerolíneas de EE. UU..

Y si eso no funciona, contacta a Bastian personalmente.

“La gente me envía correos electrónicos todos los días, cada hora, y esa es una buena oportunidad”, dijo el año pasado. “Si alguien necesita ayuda, solo envíeme un mensaje. Me ocuparé de usted”.

Las opiniones expresadas aquí por los columnistas de Heaven32 son propias y no de Heaven32.

\n

It's the apology message that Delta Air Lines CEO Ed Bastian sent to SkyMiles members, and that the airline broadcast to millions more passengers via its website, the media, and even Bastian's personal LinkedIn page.

\n

Let's set the stage, and break it down why it works so well.

\n

'Nothing enjoyable about about flying'

\n

If you've been on an airplane lately, or heard anything at all about air travel this summer, you know it's a fraught situation. AircraHeaven32 are oHeaven32en overbooked, flights are getting delayed and canceled, airline employees are overworked, and passengers are unhappy.

\n

On Saturday, according to FlightAware, almost 650 U.S. flights were canceled and 5,200 delayed (not specific to Delta).

\n

Perhaps the best summary of the situation I've seen came from a flight attendant who went viral recently with her summer 2022 travel advice. Her first suggestion: Don't fly if you can drive.

\n

(\"I'm not kidding,\" she wrote. \"There is nothing enjoyable about flying right now.\")

\n

If you're flying Delta Air Lines specifically, you're flying on an airline where the pilots are picketing for a new contract, and the overbooking problems got so bad recently that Delta wound up offering passengers $10,000 each to give up their seats and take a later flight.

\n

Against that, Delta wanted to apologize for its delays and cancelations, and set things up for a better experience going forward.

\n

I think the airline's apology message worked for three reasons:

\n

    \t

  • because it displayed an overall understanding of what an apology can and can't do,
  • \t

  • because it's organized with an \"up, then down, then 'up higher'\" framework, and
  • \t

  • because it leveraged five key emotions throughout. 

\n

For what it's worth

\n

At the outset, we have to acknowledge that if your flight is canceled, and your vacation plans or business trip is scuttled as a result, there's not much that an airline can do to make you happy.

\n

An apology won't be worth the electrons it takes to send it. But, the only thing worse than an ineffective apology is no apology at all.

\n

In other words, you have to make the attempt, even if you don't think it will accomplish much. You don't want your passengers in the position of thinking aHeaven32erward: \"They messed up our vacation, and then they didn't even apologize!\"

\n

This also means that in most business situations, it's very difficult to get an apology right, but there are a lot of easy ways to get it wrong.

\n

Ironically, it becomes easier to craHeaven32 a decent apology when you understand that almost nothing you can possibly say could make the situation right for your most-wronged customers.

\n

1. Excitement

\n

The message begins by leveraging an important emotion. It begins with this sentence:

\n

\"The summer travel season is well underway, and I share the excitement of so many of you who are returning to the skies as restrictions liHeaven32 and entire regions of the world reopen.\"

\n

This communicates  both a subtle sense of community, and a positive emotion (\"excitement\"), juxtaposed against a quick description of the hardships we've been through as a people. Always start this way if you can.

\n

Contrition

\n

Next up, contrition. And it doesn't take long to get into it:

\n

\"At the same time, I know many of you may have experienced disruptions, sometimes significant, in your travels as we build our operation back from the depths of 2020 while accommodating a record level of demand.

\n

If you've encountered delays and cancellations recently, I apologize.\"

\n

This is the way to do it: A quick summary of the problem, and a direct, unadorned apology. Get in, do what you have to do, and get back out.

\n

Self-confidence

\n

From here, the next important point involves some confident assertions about Delta's overall success:

\n

\"We've spent years establishing Delta as the industry leader in reliability, and though the majority of our flights continue to operate on time, this level of disruption and uncertainty is unacceptable. 

\n

You choose to invest your time, resources and loyalty with Delta and you've rightly come to expect a world-class experience on every flight, and that includes the best reliability in the business.\"

\n

Again, are you likely to be assuaged if your flight is delayed but Delta tells you that it's overall record is quite good? Not really. But, the point is to remind and reassure that the current problems should be an aberration.

\n

Gratitude

\n

You can't go wrong with gratitude; even when you're thanking someone other than the intended audience. So here, Bastian makes sure to thank and encourage Delta's employees:

\n

\"Despite the historic challenges facing our industry, Delta's team of 75,000+ professionals around the globe remain focused on providing the very best care for you and your loved ones. 

\n

I want to thank them for their continued professionalism, resilience and the truly outstanding service they continue to deliver on a daily basis.\"

\n

This one feels especially apt given that Delta passengers on the way to the airport might actually encounter protesting Delta employees.

\n

Confidence

\n

Everything else so far is to get you to this last point, where Delta explains why the airline thinks you should trust it going forward:

\n

\"Things won't change overnight, but we're on a path towards a steady recovery. Steps we've taken include offering more flexibility for your travel plans and adjusting our summer schedule so that when challenges do occur, we can bounce back faster.\"

\n

It also lays out some specifics:

\n

    \t

  • strategic scheduling of crews
  • \t

  • travel waivers ahead of inclement weather
  • \t

  • earlier boarding times and schedule changes to reduce delays
  • \t

  • \"Peach Corps\" brining in corporate office employees to help with operations
  • \t

  • accelerated hiring

\n

Will it work? Who can tell? But one of the fun things about watching the airline industry is the degree to which they have to work out their problems in real-time, in the public eye, and with every single step watched by an army of analysts, investors and journalists.

\n

It's why I always suggest that business leaders in any industry should follow the airlines, and while I've published a free ebook of lessons you can learn: Flying Business Class: 12 Rules for Leaders From the U.S. Airlines.

\n

And if that doesn't work, contact Bastian himself. 

\n

\"People email me every day, every hour, and that's a good way,\" he said last year. \"If somebody needs help, just send me a note. I'll take care of you.\"

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