Ryanair: No todos los clientes quieren un buen servicio

Hace unos años publiqué un artículo sobre la atención al cliente de Ryananir tituladoLa relación entre el precio y la ira del consumidor: El caso Ryanair

Desde entonces, las apariciones en medios de comunicación con acciones ilegales, sanciones de jueces, ofensas, denunias, etc. han sido innumerables.

Pese a ello, la compañía sigue creciendo y muchos clientes justifican estos malos comportamientos e incluso hablan del personaje Michael O’Leary’s como un genio del marketing, dando a entender que para ser un guru del marketing hay que ser maleducado y llamar la atención de cualquier modo. Adjunto algunas perlas…

Michael O'Leary's wit and wisdom: part one

Michael O’Leary, the chief executive of Ryanair, has described passengers who forget to print out their boarding passes as “idiots”.

We think they should pay 60 Euros for being so stupid.” (regarding the boarding pass fee)

You’re not getting a refund so **** off. We don’t want to hear your sob stories. What part of ‘no refund’ don’t you understand?” (when customers complain and demand a refund)

Anyone who thinks Ryanair flights are some sort of bastion of sanctity where you can contemplate your navel is wrong. We already bombard you with as many in-flight announcements and trolleys as we can. Anyone who looks like sleeping, we wake them up to sell them things.” (regarding the in-flight experience)

En mi rudimentaria investigación por intentar comprender estos puntos de vista, suelo leer artículos que se publican sobre el tema y esta vez me han llamado la atención diversos comentarios que adjunto para la reflexión…

Michael O’Leary is a genius. By being offensive, he has successfully engaged YOU (and now me😦 ) in his marketing strategy. The repeated “gaffes” are far too frequent to be accidental. This is free advertising, ensuring that the brand is in front of his target audience the whole time. When faced with a much higher priced alternative flight, it’s surprising how many people will go ahead and book RA, regardless of how offensive MO is. If we actually need to “like” the CEO of every company we buy from, some major names would go bust overnight… I think you know who I mean!

I think the lesson here is that companies today want to cut corners, and they think the worst of their customers. Too many corporations today think that their customers are stupid idiots who will fall for any marketing bullshit and branding illusion. Consumers may not always be the fastest minds, but sooner or later they catch on to bullshit. Cheapen your product or service at your own risk, corporate America, but the consumer is ultimately the one who gets the last laugh.

Some businesses just aren’t customer-centric: their business model somehow allows for them to care not a jot for their customers, because they are cheap and there will always be customers who value cheap over being valued as customers (or can’t afford better). In Ryanair’s case, there are obviously quite a lot of people in that category, or Ryanair would have gone bust long ago. Perhaps it’s like the Chinese restaurant in London where they insult you all the time, and people go there because it’s a laugh. It’s not something I can comprehend, but perhaps some people perversely *enjoy* Ryanair’s service!?

There are many comments here from corporate people saying they’ll never use Ryanair again, for plainly emotional reasons.  I use Ryanair frequently to Trieste and Klagenfurt paying my own way, and will forgive as many Twitter comments from their CEO as it takes to keep the route open. I think this will all be forgotten quickly. I have found the ground and on-board staff to be polite, helpful and efficient, despite the pressure they work under.

My money, my choice. If I find a different company with same prices AND better customer service, then I might as well choose them. Not that it has happened so far. It is the competitions job to show they can do better.

Who cares what he says as long as they keep on providing the cheapest flights? All those socialist owned airlines should focus on lowering prices instead. He can comment my picture all day long as long as I get to fly cheap🙂.

El precio lo justifica todo. Reflexionemos sobre eso…

Todos los comenarios proceden de un debate en LinkedIn de Colin Shaw CEO, Beyond Philosophy titulado The Latest Social Media Gaffes: What Were They Thinking?

Mientras reflexiono y sigo intentando comprender estos puntos de vista, y ya van varios años, yo sigo sin subir en un avión de Ryanair. No tolero que me falten al respeto y vulneren mis derechos. Por muy barato que sea… yo no pongo mi vida ni la de los míos en manos de este “señor”.

Acerca de Marketinghuman Boutique Estrategia Marketing Agroalimentario

MarketingHuman es un refuerzo para los departamentos de marketing y direcciones generales de empresas agroalimentarias y de retail que permite aportar un innovador punto de vista y detectar oportunidades de mejora. Especialidad en el lanzamiento de nuevos productos y mejora de la experiencia de compra en el punto de venta. Haciendo uso de los últimos avances mundiales en el análisis de la conducta humana (de ahí proviene HUMAN en la marca y los consumidores pensadores del logo) aplicamos técnicas de neuromarketing y análisis del consumidor para mejorar los resultados de nuestros clientes. Los servicios de marketing alimentario se centran en el análisis, definición, implementación y seguimiento de la estrategia integral de marketing especialiados en el sector agroalimentario. Trabajar con MarketingHuman permite tener un aliado comprometido con los resultados de la empresa y estar al día de las últimas innovaciones agroalimentarias, de modo que se accede a un amplio conocimiento acumulado y experiencia especializada en el sector agroalimentario. Importantes empresas ya se benefician de nuestros conocimientos. Trabajamos en España (Europa) y Estados Unidos y Latino América.
Esta entrada fue publicada en Artículos Estrategia Marketing Alimentos. Guarda el enlace permanente.