Keith Alexander, whose Washington Post columns I generally quite like, this week reviews the recent history of customer activism and their successes in changing the policies of travel providers.
- Last week, numerous complaints prompted Hertz to back off a plan to introduce a $2.50 reservation fee on all of its vehicle rentals in the United States.
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- Hertz acted on the reservation fee after several large clients organized an e-mail campaign and other regular customers posted a “boycott Hertz” message on FlyerTalk.com, a popular Internet message board made up of some of the nation’s most frequent — and influential — travelers.
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- In 2002, Delta’s frequent fliers were outraged when the airline reduced mileage awards on steeply discounted tickets. They created a Web site called SaveSkyMiles.com and raised money to send a truck-mounted billboard protesting the change to a Delta annual meeting. Delta reversed the decision in December 2004. Now, passengers on cheap tickets get a full point instead of a half for every mile.
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- US Airways frequent fliers mounted a campaign against a 2002 decision to void the value of an unused ticket instead of applying it to a future trip. Passengers — calling themselves cockroaches — organized via the Internet, began holding regular meetings and sent e-mails to US Airways managers denouncing the policy. Nearly a year later, US Airways backed off the plan.
Companies ignore their customers at their own peril.