Last week Frontier Airlines announced they eliminated their phone customer service. From now on, customers will have to get information electronically or with live chat. They believe that their digital communications system will “ensure our customers get the information they need as expeditiously and efficiently as possible.” How they determined “expeditiously” is beyond me? My personal experience with web sites is mixed at best. Yes, sometimes, I can find my answer quickly. More often than not though, my digital communications encounters are a trip into Internet Hell. Not all situations are the same. Reconfirming a booking is easy electronically. Correcting an error in a booking is a different story altogether.

This is particularly irksome in situations when I know a company employee can answer my question almost immediately — saving me time, ensuring that I have a clear understanding of my situation and stopping me from frustrated searches through numerous web pages. I guess it is pretty selfish of me to want a quick answer from a company employee when I can just as easily spend hours searching for the right page. Frontier, will counter that there is live chat if I need to reach the company directly. But, and here is my big problem with live chat, I only contact the airline when the digital tools they provided me have failed to help me. I only call when I am desperate. So, while live chat may be an option, by the time I resort to it, I am already frustrated and I just want help. At this point, typing out the details of my questions is just fueling my anger about the lack of help I have already received.

I want to talk to a person when I reach this level of frustration. It makes me feel better. I know that the company understands my problem and I know that someone is working on my problem. But, you say, Live Chat can do that too. It is exactly the same thing except you are communicating through the web instead of a phone. Maybe but I prefer talking to a person and Frontier won’t let me because its position is incredibly limited to the point of arrogance, they are forcing customers to use their digital tools. If a customer has the temerity to call their customer service phone number, the system will eventually hang up on them. Disconnecting customers who want to use the phone is irritating and insulting particularly when last week your company would have answered those same calls.

What irritates me the most is the glaringly dishonest corporate spin that introduced this change in service. The notion that Frontier is providing the the same level of customer service, if not better, than the company delivered before is quite clearly wrong. Nobody hung up on a customer’s phone call a week ago. This is a cost cutting exercise and it has nothing to do with better customer service. So don’t tell me I am smelling roses when I know it is bullshit.