From the Editor's Laptop...

On behalf of the ODCA Board and Directors, I would like to extend to you our heartfelt greetings for a Joyous Holiday Season and a healthy and prosperous New Year. From my perspective, the New Year can't get here fast enough.

Earlier this year I said that the only thing certain in an election year is "uncertainty". I am, however, certain that 2008 will go down in my own personal history as, well, a bad year. I watched as the solid growth I experienced for 39 months came to a crawl and ultimately dropped revenues below last year at this time. We have all seen our costs skyrocket. From utilities and supplies to the fuel we put in our vehicles. Just about every "cost" we have to run our businesses has risen dramatically. So what about the fuel to run our vehicles? Yes, the prices are dropping, even faster than they went up. But, will those higher prices we pay for other things, blamed on the high cost of fuel go down? Somehow I don't think so. I think that every day will continue to be a balancing act until we see significant recovery in the financial health of this country. I am pleased that the area I am in was slow to feel the crunch and I think it will recover faster than other areas of the country. At least, I hope it will.

I had an interesting "customer service" experience this past Thanksgiving Holiday I want to share. It actually started last year when I was on a flight to Dallas to visit family. I took out my laptop to do some work and was shocked to find that I was unable to open it enough to see the screen. The seats were THAT close together. It was then that I vowed I would never fly "steerage class" again. I have had the opportunity to fly first class on American and Alaska. American provided what I call "civilized" travel. Very nice, good meals, prompt personal attention and what I really wanted, leg room. Alaska excelled above and beyond this with much nicer accommodations and flight attendants that actually acted as though they loved what they do. They even called me Mr. Olson each time they asked if I would like a refill on my wine, (Served in glass stemware, not plastic). I should point out that the restrooms in the first class cabins are no bigger or nicer than those in coach. They ARE cleaner however.

Since I wanted to maximize my time with family in Texas, I booked a flight with the "Friendly Skies" which had a better schedule for me. This was my first flight with them in many years. The trip to Dallas was uneventful and the service was adequate. The trip home was another story. I stood in the line for first class and waited for the ticket agent to issue my boarding pass and check my bag. He ignored me and kept calling people over from the other, and much longer coach line. When he finished with the third such person I said, "Excuse me?" He looked at me and asked, "Premier or Mileage Plus? I said "No, First Class". He waved me up to the counter, took my ID and typed into his computer. Next thing I know he hands me one boarding pass to Denver and another "confirmation" ticket to Portland for a flight on Monday morning. He said, "Your flights delayed and you won't make your connection in Denver. Everything else is booked. NEXT!"

I would expect that at the end of a long holiday weekend, some staff members would be really tired but as it turned out, he was the nicest one I came across. Each step of the way I was met with clearly unhappy staff. In Denver I was sent to the "Customer Service" desk on the opposite side of the concourse. Only to wait in line again to be booked standby on the last flight out three hours later. I trudged back to the gate they sent me to, the same one I landed at, and waited. During the wait I discovered that customer service issued a standby ticked for coach. HUH? Three hours later my flight was delayed yet again. I went up to the desk to "confirm" I could get on the plane and explain the error on my ticket. The gentleman said, "But this is a coach ticket." By then I was tired and very hungry. I missed my meal flight and all the airport food service was already closed except for a little dive on the opposite end of the terminal. I plopped my boarding pass from my previous flight and my flights to Dallas along with my printed itinerary with confirmation number in front of him. He looked them over carefully and said, "I'll call you when it's time." When I finally boarded the plane, instead of being greeted, the two flight attendants were complaining to each other about the "gate" not letting the passengers on sooner. The flight itself wasn't any more enjoyable.

There is a lesson in this.

We have all come across uncaring and unhappy service people. Sometimes at a restaurant or a lounge, sometimes even sales clerks in department stores. But they are the exception. What could cause an entire staff in two cities to be united in their job dissatisfaction and unwilling to show the least amount of care for their customers? I believe it starts with management. Thinking the only way to remain competitive, they keep the prices low and find ways to "save". Reduction of staff is one way. Reduce benefits. Have one person do what two used to do. Cut hours. Push and push for more productivity. There are hundreds of ways to save money. Most of them are poor decisions.

This airline could charge what they need to provide excellent service. Instead, they choose to err on the side of the bottom line, a bottom line that will shrink even further as more and more people choose to fly with another airline, and as, more and more, quality employees seek jobs elsewhere.

So how does this fit in with my business? Alaska Airlines provided superior service for which they charge accordingly. But the value is there and they will be my first choice when I fly. My hope is that my customers will feel the same way about my business.

It's such a simple concept.