Malaysia Airlines Has 99 Problems… This Isn’t One Of Them

I was Tweeted a link by @brandconsultant, who wrote a story entitled “A negative brand experience with Malaysia Airlines can be a lesson for all brands.” The author is a British ex-pat based in Kuala Lumpur, and a brand consultant and author. So I have a lot of respect for what he says, since without a doubt he knows more about branding than I do.

He Tweeted me a link to a story about his experience with Malaysia Airlines, where he suggests that Malaysia Airlines not serving him a cup of coffee was the final straw that might cost the airline 600,000USD+ in revenue.

Malaysia-Airlines-Lounge-Kuala-Lumpur - 43

Malaysia Airlines has made a lot of missteps

Malaysia Airlines had already been in a horrible financial situation before 2014, and that was made significantly worse after they lost two 777s just months apart. For the most part the airline has been headed in the right direction. They appointed Christoph Mueller (probably the airline industry’s best crisis leader) as CEO, though unfortunately he has already resigned and went to work for Emirates.

So as much as some aspects of the airline have improved, there are other aspects that make me shake my head. For example, if Malaysia Airlines wants to attract customers, why are they eliminating alcohol in business class on many intra-Asia flights, why are they devaluing their frequent flyer program (more than once!), and why did someone give the green light for the airline to bring back a 747 that they never ended up actually using?

So yeah, Malaysia Airlines has 99 problems, but somehow I feel like the below complaint isn’t one of them.

Malaysia-747

Why a cup of coffee may lose Malaysia Airlines business

That brings us to the story of the post I Tweeted. It’s 3,000+ words, and the first couple of thousand words talk about the power of branding in general.

But I was looking specifically for the part about the negative brand experience with Malaysia Airlines that can be a lesson for all brands. Here’s the relevant part:

Last week I was flying Malindo on a domestic sector that I always fly Malaysia Airlines. My Malindo experience wasn’t perfect (For the first time ever, my flight departure time was brought FORWARD which could have caused havoc with my work schedule) but my expectations weren’t high anyway.

Although I wasn’t even traveling on Malaysia Airlines, I still managed to have a negative experience with the carrier.

Let me explain. When I got to KLIA I thought I’d try to use the Malaysia Airlines business class lounge. After all I was flying business class and besides, I’m a gold member of their frequent flyer programme (FFP) and have been as long as they’ve had one.

When I got to the Malaysia Airlines lounge I asked if I could get a cup of coffee. Long story short, the receptionist said I couldn’t and nor could a Platinum member however, and here’s the kicker, anyone can access the lounge for RM200 (US$50).

As you can imagine, this wound me up. Royally. I support a brand through the most difficult period of its history and encourage others to do so but I can’t get a cup of coffee in the lounge.

So the author was angry because he was denied access to the Malaysia Airlines lounge, even though he wasn’t entitled to access the lounge. As a oneworld Sapphire and Malaysia Airlines Gold member you get access to lounges when you’re flying on oneworld, and not when you’re flying a competing airline.

He’s arguing that not allowing him into the lounge could cost the airline 600,000USD+:

You could argue that not allowing me to use the lounge for 10 minutes has cost the airline perhaps RM250,000 a year from my family. Every year for the next say 10 years. That’s RM2,500,000 of lost revenue.

Personally I’m going to take a different approach than the author. Malaysia Airlines did the right thing here. They have a rule, and they enforced it. The rules are clearly published, and ultimately people should be loyal to airlines based on the published benefits offered.

In other words, I wouldn’t be angry if I didn’t get a free upgrade to business class or lounge access if it’s not something I’m entitled to. I don’t think making exceptions like that (aside from extreme circumstances) is good customer service.

Should they let people in the lounge who aren’t entitled to access if they just want to be there for 10 minutes and have a cup of coffee? What about if they want to be there for 15 minutes and eat something? Or 30 minutes and want a shower? Or four hours but don’t want to consume anything? When exceptions are made, they start to become expected, and that’s a slippery slope.

Malaysia-Airlines-Lounge-Kuala-Lumpur - 18

Here’s what Malaysia Airlines should do

I absolutely think Malaysia Airlines should do things to try and increase loyalty among customers. I absolutely think they should be improving their frequent flyer program rather than devaluing it. I absolutely think they should encourage employees to go above and beyond to be friendly and make passengers feel welcome.

Heck, I think it would be fantastic if Malaysia Airlines adopted an “open door” policy for elite members to access their lounges. British Airways had this back in the day, where Gold Card Holders could use British Airways lounges even if they were flying with a competitor. It was a fantastic way to basically say “hey, we value you, even if you’re not giving us your business today.” But that should come in the form of an official policy, and not in the form of unofficial exceptions, no matter how broken your brand is.

British-Airways-Lounge-Singapore - 19

So Malaysia Airlines has a lot of problems, and I think it’s totally fair to suggest they should take measures to make customers feel more valued (and he has a lot of great suggestions for how that can be done). However, I don’t think exceptions to the rules are the way to do that, since it only leads to disappointment when exceptions aren’t granted in the future.

What do you think? Should Malaysia Airlines have let the author into the lounge? Is breaking the rules for loyal members when times are tough a good policy, or does it create false expectations?

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G. Pazorec Guest

As one who has flown Malaysia Airlines for the past 10 years I can't miss the chance to lay down a few lines. The love and hate relationship between myself , team members and MH is ongoing. I have flown about 10,000,000 miles in my years on the planet and as pilot we are always looking for ways to make our lives a bit easier. Even if it is turning off the noise in our heads for 30 minutes after leaving a war or disaster zone by being able to sit in a place where 100 others are not screaming on mobile phones whilst their babies are crying and soiling their nappies/diapers. The Malaysia Airlines System is mostly mismanaged because of a general lack on know how and CANDO spirit. The first word in English language that they learn is , NO! The country is greatly divided into three different groups by Tamils, Malay and Chinese heritage. Whilst they fake it most of the time you can hear and see them showing the division in open face public. It is must worse when you speak to Tamils who were born in Malaysia who are not allowed to get loans because they are not "Bumi Putra" or son's of the land. The Chinese call the Indian's/Tamils "Dogs" and openly. The Malay are mostly Muslim and that opens an entirely different pack of hard butter on a business class meal! HA! HA! My cure for that hard frozen butter is simple. One needs only to set in under the hot tray for a few mins and it will melt rather nicely. The cure for the Malaysian division , racial discrimination and general "CAN NOT" attitude is much more difficult to sort out. Now, back to MH or Malaysia Airlines System and their lack of understanding about how frequent flyers want to feel. To keep this as positive as possible I want to see throw them a bone or two before I let them have the cold slap they deserve for making my life more difficult or numerous flights and visits to ticketing and check in kiosks. I note last week on one of my MH flights that a flight attendant came to move a gold member of their program to a more comfortable seat than where he was sitting. I also noted that used my name without my knowing her personally. Since most of the time I'am the sole white face on the aircraft and my very frequent trips I have come to know hundreds of MH employees and they are most telling to say the least. Many just call me , Captain or Cap as they know my history and are trying to be decent. I must say that many of MH's crew air and ground are so much like spoiled children much of the time. There is the idea in most Malaysian's head that ALL whites and Westerners are rich and if you are a little stocky then you are really rich! I'am about the least demanding fellow that I know coming from a military flying background and then transitioning to civilian humanitarian work around the world. I have lived in and operated from some of the most horrible places in earth where nothing at all could be taken for granted , not even one's next breath. I do require common respect and not to be jacked about by those I have paid to receive services from. This makes life with MH a little more rugged than it needs be. The rest of my negative notes will be listed in bullet form below. 1. Malaysia Airlines is 80% percent of the time 20 to 40 mins late on departure. I have been as fair as possible here but that is true. There never seems to be a great sense of urgency especially when going to one of their to tourist hot spots like Langkawi for example. 2. The idea that they are doing you a favor by taking you where you want to go is ever present in their behavior. No matter what class or level you are in the system you will be trampled by old ladies and people with 3 or more children. 3. Lack of unity or belonging to something in rarely demonstrated by even the most senior MH folks. Smiles even fake ones are missing and not attempt to make one feel welcome aboard at least 50% of the time. 4. The Enrich Frequent Flyer program is a black hole and means basically nothing even when they have spent loads of money advertising it. I currently struggle every single week for proper credit to my accounts for segments and miles. They always seem to find new rules that are that disqualify my flights for miles and segments. I call them #FEWS False Entirely Without Substance is kin to FAKE NEWS that hear so much about from U.S. President Trump these days. 5. It seems to take at least 3 people there to make a decision about even the smallest of matters. Forget getting any extra consideration if they are on a TURN&BURN flight to one of their hot spots. It is better not to ask for anything thus saving yourself the heartburn. 6. The in seat entertainment displays malfunction 30% to 40% percent of the time. When I clearly have my smart phone connected via USB I can not get access to my files as they boast so much about. Award Winning? Not so much by this man's rules. 7. General status and condition of the aircraft is of great concern to me. If they have not placed two 80 year old grandmas with 3 carry on bags each in the emergency/exit row (where I'am always planted) then I often find the carpet pulled up , the reflective strip on the floor damaged, the seat belts badly frayed or INOP. Safety write ups would be all that I do if I were to allow myself to go down that road. 8. Safety concerns are of great importance to all of us and myself as well. I see the things through a pilot's eye that would shake the boots off folks in the industry in Europe and North America. People allowed to stand up whilst taxing at high rates of speed , PAXS being allowed to deplane on a dark ramp at night only guessing which way to go to the terminal. Langkawi, Kota Bharu and many others have only stairs for deplaning and there is a general lack of proper ramp procedure. So, I will be with MH for another 4 ups and 4 downs in the next 48 hours and if it is superfine and delightful run then I shall state so in my next posting. The reality is that when one needs to fly in SE ASIA we all know to steer well clear of Air Asia leaves few options other than swimming with the sharks. Oh, yes give that man a bloody cup of coffee, MH won't you? One of the world's most traveled people to more than 170 countries and states, G

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Arcanum Gold

@Bill: If most of their customers don't drink, how will eliminating alcohol be a significant money saver? Also, your statement "Not everyone is an alcoholic like yourself" is quite judgmental. Just because you disapprove of alcohol consumption doesn't mean the rest of the world has to abstain. No doubt there are things you do that others wouldn't approve of.

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marcus Guest

@Bumi Sorry, which part of my reply exactly said you were wrong about your own culture? Please explain. Thanks

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Bumi Guest

@Marcus Thank you for informing me that I am wrong about my own culture. #whiteprivilege

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MAKP Member

@marcus My native tongue is not English and i dont know much about branding philosophy, but after reading the full post of which 85% is not about the lounge/coffee/admission fee i get your point, and agree.

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