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What are the best ways to retain customers after a delay or cancellation?

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Delays and cancellations are inevitable in the travel and tourism industry, especially in times of uncertainty and disruption. However, they can also damage your reputation and customer loyalty, unless you handle them well. In this article, you will learn some of the best ways to retain customers after a delay or cancellation, and how to turn a negative experience into a positive one.

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Prasad Shriyan

Transformation | Operational Excellence | Strategic Planning & Governance | Service Delivery
Anderline Igwe

2x Salesforce Certified Administrator | CRM, Sales & Customer Support Specialist | ALX Fellow
Hamza Bin Abdullah

Head of Sales and Business Development | Marketing Communications

1 Communicate proactively

The first and most important step is to communicate with your customers as soon as possible, and as often as necessary. Inform them of the reason for the delay or cancellation, the expected duration, the alternative options, and the compensation or refund policy. Use multiple channels, such as email, SMS, phone, or social media, to reach them and keep them updated. Be honest, empathetic, and transparent, and avoid jargon or vague statements. Customers appreciate clear and timely communication, and it can reduce their frustration and anxiety.

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Prasad Shriyan

Transformation | Operational Excellence | Strategic Planning & Governance | Service Delivery
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Most travel professionals are likely to go through this at some point or another; and, you will eventually come to realize it's not always in your control. Good managers anticipate issues & initiate their service recovery process. They start profiling affected customers, plan early on how to communicate, what alternatives to offer, and what service recovery compensation is to be offered. In my experience; proactiveness, transparency and appropriate alternatives work just fine. Most customers will see through your sincerity/ intent and will appreciate your efforts. Things go wrong when you are late to acknowledge, play the blame game, or throw the rule book at your customer. Have your IROPS SOP ready and ensure all staff are well trained.

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Anderline Igwe

2x Salesforce Certified Administrator | CRM, Sales & Customer Support Specialist | ALX Fellow
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Transparent communication, swift resolution, and personalized outreach are essential after delays or cancellations. Offer compensations, introduce loyalty programs, and commit to continuous improvement to rebuild trust and foster long-term customer loyalty.

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Alejandro Londo?o

Customer Experience mánager| Ex Avianca | Digital Transformation | Process automation | UX User experience | CX | Continuous improvement | Process simplification
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Una comunicación proactiva, clara y con opciones, a través de tantos canales sean posibles, es clave para lograr una mejor experiencia en una situación que impacta regularmente de forma negativa los planes de viaje, al igual tener canales con opciones de autogestion y una información actualizada y estandarizada entre los puntos de contacto con el cliente, si bien no garantizará la solución a todas las necesidades, algo que no siempre será fácil gestionar, pero la estandarización y anticipación siempre ayudará a mejorar la experiencia.

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Kristina W.

Starke Frauen mit Herz und Verstand: hier entlang! Coaching und Mentoring für hochsensible Frauen. #Hochsensibilit?t #hochsensiblekinder
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Communication is key! Sorgen Sie für ausreichend Personal, das über Deeskalationsskills verfügt und kontaktieren Sie die Kunden nach M?glichkeit proaktiv. Informieren Sie die Kunden zeitnah, transparent und bieten Sie Erstattungen, Rabatte oder andere Vorteile an. Achten Sie auf eine freundliche Ansprache auf Augenh?he.

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2 Offer flexibility and convenience

The second step is to offer your customers flexibility and convenience in rescheduling or canceling their bookings. Give them the option to choose a different date, destination, or service, without charging extra fees or penalties. If possible, provide them with priority access or preferential rates for future bookings. Make the process easy and hassle-free, and use online tools or self-service portals to facilitate the changes. Customers value flexibility and convenience, and it can increase their satisfaction and trust.

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Hamza Bin Abdullah

Head of Sales and Business Development | Marketing Communications
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To retain a customer after a delay or cancellation: 1.Apologize sincerely, communicate promptly, and offer a clear explanation 2. Offer a quick compensation such as an additional discount, free upgrade, or a voucher. 3. Reach out in person to affected customers to show empathy and to understand customer concerns and improve their experience. 4. Implement measures to prevent future delays or cancellations. But always remember, transparency and empathy are key to retaining customers. 4.

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3 Provide compensation or incentives

The third step is to provide your customers with compensation or incentives for the inconvenience caused by the delay or cancellation. Depending on the severity and duration of the issue, you can offer them a refund, a voucher, a discount, a free upgrade, or a complimentary service. You can also add some extra perks, such as free meals, drinks, entertainment, or wifi, to make their waiting time more comfortable. Customers expect compensation or incentives, and it can improve their perception and loyalty.

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Tolu Ita

Business Leader | Operations, Growth & Expansion | Aviation Executive | Governance & Policy expert with a track record of improving Business Outcomes through sustainable systems and structures | Board Member
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In my experience, compensation, especially in form of vouchers has helped me stay loyal to some air carriers despite their many delays and rerouting. Since I have to find a way to spend the vouchers with them.

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4 Apologize sincerely and personally

The fourth step is to apologize sincerely and personally to your customers for the delay or cancellation. Express your regret and sympathy, and acknowledge their disappointment and frustration. Use a polite and friendly tone, and address them by their name. You can also send them a personalized email, a handwritten note, or a phone call, to show your appreciation and concern. Customers want an apology, and it can restore their confidence and relationship.

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5 Ask for feedback and improvement

The fifth step is to ask for feedback and improvement from your customers after the delay or cancellation. Invite them to share their experience, opinions, and suggestions, and listen to their complaints and compliments. You can use surveys, reviews, testimonials, or social media, to collect and analyze their feedback. Thank them for their time and input, and respond to their comments and queries. Customers like to be heard, and it can enhance your reputation and quality.

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6 Reward their loyalty and referrals

The sixth and final step is to reward your customers for their loyalty and referrals after the delay or cancellation. Offer them loyalty points, membership benefits, or exclusive offers, to encourage them to book with you again. You can also incentivize them to refer their friends, family, or colleagues, to your business, by giving them discounts, credits, or gifts. Customers appreciate rewards and referrals, and it can boost your retention and acquisition.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Aumama M. Mehr

Operations Officer at VFS Global
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After a delay or cancellation, prioritize understanding the customer's experience and express empathy. Offer quick, reliable alternatives, and if feasible, provide compensation or rewards to acknowledge the inconvenience. Clear communication about the situation, transparent updates, and a proactive approach to resolving issues can enhance customer satisfaction and loyalty despite disruptions.

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What are the best ways to retain customers after a delay or cancellation?

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1 Communicate proactively

2 Offer flexibility and convenience

3 Provide compensation or incentives

4 Apologize sincerely and personally

5 Ask for feedback and improvement

6 Reward their loyalty and referrals

7 Here’s what else to consider

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