The average consumer wants to get things on the cheap, but doesn’t always know what exactly that means. On its face, spending less money is always preferable. But when you actually experience the budget option, it can be disappointing.
That’s exactly what Spirit Airlines is running up against. With the cost of air travel increasing, flyers are looking for a deal. Their eyes are drawn immediately to the low price tag. But then they take their flight and they’re looking for more.
A couple of weeks ago, a story ran in The Dallas Morning News that included a stat from the US Public Interest Group showing that Spirit has the “highest rate of consumer complaints among US airlines.”
Rather than get angry and defensive (at least not publicly), Spirit’s CEO Ben Baldanza decided that the problem could be a failure to communicate. After all, over the past five years, eight out of 100,000 customers have complained, leaving 99,992 people who didn’t. He decided to respond with an explanation.