What Would Your Customer Think?

People will forget what you said, people will forget what you did, but people will never forget how you made them feel.  — Maya Angelou

Yesterday, on my way to work, I tuned in to a popular radio program known for helping people resolve bureaucratic nightmares. The caller was an elderly woman with a frustrating story. This past summer, she’d booked premium front-row seats with extra legroom on a flight to Cyprus for her family, paying extra for the comfort. The airline was Arkia, in case you’re wondering. Due to an unexpected security issue—related to an anticipated Iranian attack—the airline had to switch to a smaller plane at the last minute. This change meant her pre-booked seats were randomly reassigned, both on her way there and back. Her family missed out on the seats they paid for, along with the legroom and priority they had hoped would make their journey smoother.

She reached out to Arkia, expecting at least a partial refund. But her requests went unanswered. Days turned into weeks, and each call or email felt like a shout into the void. Refusing to give up, she eventually reached out to the radio program. Only after the program’s intervention did Arkia finally respond and process her refund. The experience left her feeling exhausted and disregarded, as if her loyalty was meaningless until the issue went public.

Hearing her story reminded me of my own recent experience. This past summer, I also flew abroad on the same days, under the shadow of the same Iranian threat. But here’s the difference: my airline was Lufthansa, not Arkia.

Like many Israeli travelers, I scrambled to find another way home after receiving a last-minute email about my back flight cancellation while sitting on my outbound flight. My solution was to book a route with a layover in Chișinău (the airport there is a story in itself!). I was stranded abroad for two extra days, facing added costs for accommodations and food. Although Lufthansa’s initial refund didn’t cover all these unexpected expenses (they did provide an immediate refund after the cancellation), I reached out to their customer service to explain my situation. To my relief, they responded with understanding and compensated me for nearly the full difference. It wasn’t just the financial resolution that mattered; it was the simple fact of being heard and respected as a customer.

Between Expectation and Loyalty

In comparing these two experiences, the difference between customer care approaches becomes strikingly clear. On one hand, Arkia’s rigid policies seemed to act as obstacles, making an otherwise simple refund request feel like an ordeal. On the other hand, Lufthansa’s willingness to respond empathetically and swiftly demonstrated how a company’s values can come to life through its customer service.

These contrasting experiences reflect something bigger: in today’s world, customer care isn’t just a functional department or a line item on a budget. It’s a defining part of the brand. Whether we’re talking about airlines, retail, banking, or tech support, how companies handle issues, address complaints, and respond to concerns has become one of the clearest indicators of their values and priorities.

Customer care is essentially a bridge between expectation and loyalty. For many customers, a great experience can make up for a product or service that didn’t quite meet expectations. It’s a moment where companies can either exceed or fall short, leaving lasting impressions on customers who are increasingly vocal and connected. In fact, studies consistently show that a negative customer service experience often leaves a deeper mark than a positive product experience.

Here’s what companies across industries can learn from these stories:

1. Empathy is a Competitive Advantage: Automated systems have their place, but when they become a barrier to helping people, they damage brand loyalty. Human empathy can’t be automated, and companies that recognize this stand out. Listening, understanding, and treating people as more than just numbers is powerful. Lufthansa showed that even a large organization can prioritize empathy by training its teams to resolve issues swiftly and thoughtfully.

2. Responsiveness Builds Trust: Customers want to feel that companies are there for them, especially when things go wrong. An ignored request or a delay in responding can be enough to push a loyal customer away. It’s true in any industry—whether a customer needs help with a flight refund, product exchange, or technical issue, responsiveness can make or break a relationship.

3. Transparency and Accountability Matter: When companies are transparent and take responsibility, they signal trustworthiness. Arkia’s delayed response created an atmosphere of avoidance rather than accountability, leaving the customer feeling disregarded. Companies that are open about their policies, admit mistakes, and take corrective action show customers they value integrity.

4. People Remember How You Made Them Feel: Great customer care isn’t just about solving a problem—it’s about making the customer feel valued, understood, and respected. People don’t remember every detail, but they remember the feeling of being heard. Whether it’s a boutique store or a multinational airline, companies that focus on this emotional aspect of service create more meaningful connections with customers.
   

To Sum Up…

It is a hyper-competition era, so customer loyalty isn’t built on perfect products alone; it’s built on experiences and relationships. Every interaction counts. For Lufthansa, going beyond the basics to make a stranded customer feel understood was a chance to reinforce trust and loyalty. For Arkia, the challenge lies in recognizing that customer service isn’t just a box to check but an opportunity to create lasting connections.

Ultimately, we’re living in a time when customers are more connected and informed than ever. Social media, review sites, and even radio programs give customers powerful platforms to share their stories—both good and bad. Companies that embrace this reality and focus on authentic, empathetic customer care will not only survive but thrive. Because in the end, customer care isn’t just about the issue at hand; it’s about building a bridge of trust and loyalty that customers will remember long after the issue is resolved.