Delta's deceptive, limited, misleading and gutted baggage non-guarantee

Delta Air Lines has released its “Bags On Time” initiative. This is a textbook example of how not to show an airline is focused on basic customer service. The airline heralds its program with this uninspiring introduction. And, later adds more restrictions.

We’re committed to providing you with reliable and on-time baggage service every time you fly. That’s
why we’re backing your bags with a guarantee: if your checked bag doesn’t arrive at the carousel in 20
minutes or less after any domestic flight through March 31, 2015, you are eligible to receive 2,500 bonus
miles. Just complete the below form within three days of your flight’s arrival.
Note that you must be a SkyMiles member at the time of travel to be eligible and requests for multiple
flights must be submitted separately. Please allow up to two weeks after submitting your request for your
bonus miles to appear in your account.

AAhh! This a customer service program that gives passengers a true feeling of relief. This program is perfect example of how not to introduce a service guarantee.

• It applies only for about five weeks, until March 31. (it won’t influence most advance-purchase passengers)
• It only applies to SkyMiles program members (if you are not a SkyMiles member and we delay your bag, we don’t care)
• It is filled with bureaucratic hoop even in the initial announcement. (Never make awards easy to receive.)
• It only applies to domestic flights.

Then deceptive Delta plan only gets worse as one reads through the following fine print limitations. Delta provides a step-by-step series of exclusions that gut the entire misleading and deceptive program.

Eligibility: 20-minute Bag-to-Claim Guarantee bonus-mile offer valid on travel between February 19, 2015 through March 31, 2015. Offer valid on all domestic flights within the U.S. 50 and Puerto Rico, marketed and operated by Delta Air Lines. Itineraries that include Delta Connection and codeshare flights are eligible as long as the final leg is marketed and operated by Delta Air Lines.Customers must be a SkyMiles member in good standing at the time of travel and award of bonus miles to be eligible and must submit a request form with Delta upon completion of travel. Requests must be submitted via delta.com/BagsOnTime within three days of flight’s arrival. All claims must be submitted by April 3, 2015. Limit one request per passenger per outbound or return travel regardless of number of checked bags; requests for multiple trips must be submitted separately. Time to baggage claim will be as measured by Delta’s baggage tracking system, where available; lost, mishandled, and damaged bags are excluded. Oversize and overweight baggage and special items are not eligible.
Offer: Earn a one-time, 2,500-mile bonus per baggage delay occurrence. Bonus miles do not count toward Medallion® qualification or Million Miler™ status.
Promotional Fulfillment: Bonus miles will appear on member’s SkyMiles statement. Allow up to two weeks after registration for credit to appear.
Miscellaneous: Offer only valid on paid tickets for published fares; not valid for those traveling on employee pass privileges or employees of other airlines traveling on industry discounted tickets. Delta Air Lines reserves the right to suspend this baggage service guarantee at any time and without prior notice in the event of an airport baggage system malfunction, severe weather, or other conditions out of Delta’s control that would prevent timely baggage delivery. Delta reserves the right to deny fraudulent, suspicious or ineligible claims. All SkyMiles program rules apply to SkyMiles program membership, miles, offers, mile accrual, mile redemption, and travel benefits. To review the rules, please visit Membership Guide & Program Rules. Other restrictions may apply. Offers and benefits are subject to change without notice.

Let’s look at what this fine print says in laymen’s terms besides underscoring the time limitations and the limitations of the program to domestic flights.

• This excludes about 50 percent of Delta’s domestic flights. This doesn’t apply to Delta Connection and codeshare flights unless the final leg is on Delta Air Lines.
• This doesn’t apply to passengers who are not members of SkyMiles (“in good standing,” whatever that means) — it does not even apply to members of our partner airline frequent flier programs.
• All claims must be submitted by April 3, 2015 — more customer-friendly limitations.
• All luggage is not guaranteed. Only one piece of luggage per flight is guaranteed. If passengers travel with more than one checked bag, “Tough.”
• Requests for multiple trips must be submitted separately. (Make it easy for passengers to use this program.)
• The time on your watch, from opening of the plane door to baggage delivery means nothing. Delta Air Lines keeps the official time. (Very comforting.)
• Lost, mishandled, and damaged bags are excluded. This begs the question: “What bags are included?”
• Award miles do not count toward elite frequent flier program levels.
• Delta can disregard this policy at any time of their choice.
• Delta can disregard this policy if the baggage system malfunctions.
• Delta can disregard this policy in case of weather.
• Delta can disregard this policy for any reason outside of Delta’s control.
• Delta can deny any claim.
• Delta can change the program at any time.

A simple question: What baggage does this program include? This is an airline with which no passenger should want to do business.
This lame, restricted and caveat-filled Delta initiative may be in response to the very simple and straightforward Alaska Airlines baggage program that has been in effect for years.

At Alaska Airlines, we understand how important your time is. That’s why we’re the first major U.S. airline with a Baggage Service Guarantee.
If your baggage is not at baggage claim within 20 minutes of your plane’s arrival at the gate, we’ll offer you a $25 Discount Code for use on a future Alaska Airlines flight, or 2,500 Alaska Airlines Mileage Plan™ Bonus Miles.
If we don’t meet our 20 minute guarantee, simply see one of our Customer Service Agents within 2 hours of your flight’s arrival for your voucher.

The Alaska Baggage Service Guarantee is simple, honest and a real customer benefit. The Delta Bags On Time program is an exception-laced scam. There is no doubt about which airline I would fly. There should be little doubt in your mind on which airline you should fly, given the choice.