Why airlines are still getting it wrong when it comes to customer service

Technology has dramatically transformed the way we research and book air travel, bringing many benefits. However, it has also led to a significant reduction in the number of people working directly in customer service, as companies seek to automate interactions. Consequently, getting through to a person who can provide individual assistance when things go wrong can be extremely frustrating. Often, it's unclear how to make contact—phone numbers may not be available, or if they are, they might not be answered or could incur premium charges. Chatbots are inconsistent, and email responses are unreliable.

This issue was highlighted in new research conducted by Which? Researchers tested how well airlines respond to customer inquiries and encountered numerous unanswered emails, disconnected phone calls, malfunctioning bots, and premium-rate phone lines.

Consumer champions contacted eight major airlines via phone, online chat, email (or online query forms or WhatsApp), and X (formerly Twitter), making simple requests such as correcting a spelling error on a booking or checking if a passport was valid for EU travel. Although it was a snapshot survey, the results were not surprising.

Frustrations included a Wizz Air chatbot that promised to connect a researcher to a live agent 12 times in 15 minutes before the researcher gave up. Email queries also resulted in ineffective responses. British Airways, Vueling, and Wizz Air either did not reply or failed to provide useful information when they did. Jet2 and Ryanair did not offer email as an option. In contrast, easyJet consistently responded helpfully, and TUI’s online query form and KLM’s use of WhatsApp were both effective.

Phone contacts were similarly problematic. Researchers struggled to find contact numbers on websites, and when they did, issues persisted. Vueling’s automated phone system disconnected calls on three out of six attempts. Ryanair’s system hung up because the phone number didn't match the booking reference or because the flight was not within 30 days. Researchers finally got through the day before the flight.

Which? researchers found interactions with airline customer services inconsistent and disappointing. For instance, Wizz Air’s most prominent contact number on its website charges £1.45 per minute. A local rate number is available but buried on the site, requiring extensive navigation to find.

Interestingly, using X proved more successful, with positive interactions reported with Vueling, BA, and Jet2. However, researchers were then spammed by multiple fake accounts asking for personal information.

Overall, Which? concluded that interactions with airline customer services were inconsistent and often disappointing. “We know from the hundreds of complaints we receive every year that these issues are just the tip of the iceberg,” said a spokesperson. “Haphazard customer service has become the norm in the travel industry, and it is essential that airlines raise their standards and make it easier for passengers to get timely and effective solutions.” Wizz Air, Ryanair, KLM, and Vueling were singled out for falling short. Wizz Air disputed the findings, Ryanair called the story "fake news," while Vueling promised to take the survey seriously.

The increasing sophistication of AI means the trend of replacing people with automated systems in consumer-facing industries is likely to continue. When these systems fail, reaching a real person for meaningful help will become even harder. As Which? points out, that inadequate customer service and contact methods can have serious consequences in travel, especially when customers need advice, refunds, or rerouting in stressful situations like delayed or canceled flights. They are calling for the government to empower the Civil Aviation Authority to hold airlines accountable.

I fully support this. My concern is that real people may eventually disappear from airlines altogether—not just in customer service but in the cockpit as well.