Keeping up with a positive brand image is the essence of any reliable and successful business. How a business relates to its customers or clients is what determines whether the customer is satisfied or dissatisfied.
A satisfied customer will always use your service again and more likely he will recommend you to other people.
When Kenya Airways launched its low-cost subsidiary JamboJet in 2013 with fares of less than Sh3,000 one-way, it revolutionised the air travel in Kenya. Many were able to afford the travel cost.
Similarly, last year, it was commendable when JamboJet added more flights to all destinations across its network, providing customers with more flight options to and from Nairobi, Eldoret, Kisumu, Lamu, Malindi, Ukunda and Mombasa ahead of the Christmas festive season.
Indeed, this was a justification that their low coast was finally paying off.
“Jambojet has seen its passenger numbers grow year on year having increased by 18%. Increased demand on all our routes has seen the number of round trips grow from 2,522 to 3,312 for the financial year ending March 2016. Increased demand for domestic travel has seen Jambojet contribute 25% passenger growth in the domestic market since it started operations,” Willem Hondius Jambojet CEO.
The carrier has been credited for promoting local tourism as well as enhancing economic growth in business hubs across the counties.
All was well until, December 29 when they issued a statement on flight disruptions forcing them to reschedule flights and carry passengers on smaller aircraft.
“We, at Jambojet, have had some unexpected technical challenges on our Q400 fleet that operates most of our coastal routes. Additionally, the delivery of our newly leased aircraft initially scheduled for introduction during the peak season was delayed due to unforeseen circumstances and will only be delivered in early 2017,” read part of the statement.
As a result, hoteliers at the Coast have accused low-cost carrier Jambojet of “dumping passengers” midway their journeys and delaying flights.
“This could not have been a surprise to management now they have admitted they did not have the aircraft. Instead of planning properly and putting a contingency in place they just let passengers turn up and had their airport staff take the anger of the passengers with no support or co-ordination.
We had to make our own arrangements at our cost in order to move from Malindi to Mombasa and connect to Kenya Airways. All in all a disgraceful and avoidable failure of senior management,” said Shaun Mumford on JamboJet’s Facebook page.
“We were to leave at 4 pm from Ukunda we were then told our flight has been rerouted to Mombasa so we were put on a bus and sent to Mombasa only to be told that the earliest flight we can be put on is 1030pm very very disappointed,” Gary Bangera.
“It’s not just because its’ peak- that’s a lie, it happens all the time, I have been to the coast 3 times with them and each time they have spoiled my holiday with their incompetence. They are constantly overbooking and asking other operators to bail them out via borrowed flights. We need to a avoid this airline at all costs. How do the regulators let them get away with it – outraged and disgusted! retorted Brenda Muckle.
For marketers, customer feedback is important because it provides them and business owners with insight that they can use to improve their business, products and/or overall customer experience.
Thus, the airline went again on social media on Wednesday to find out more from its customers, “Share with us your most memorable trip of 2016! It Tweeted.
— Jambojet.com (@FlyJambojet) January 11, 2017
The feedback was not positive:
— Didier Lacoste (@omondt) January 11, 2017
@FlyJambojet December 8th. Flight was delayed for 6 hours without explanation
— Duke of Gatanga (@dnkariuki) January 11, 2017
@FlyJambojet the most memorable trip 2016 remains 29 Dec when my family of 29 was inconvenienced and some taken to mbs!!! Never afain
— Betty Shiru (@betty_kabuitu) January 11, 2017
Anyway, there was one that was positive.
@FlyJambojet You got me home from Mba on 24 December at 11pm at only sh.2950 paid an hour before the flight. Best memory.
— James W. (@jaymzes) January 11, 2017
In conclusion, a business can either win or lose, because no matter how well it presents its product or what standard statistics might say about it, a future customer’s decision will be influenced by the experiences of the previous customers.