Admittedly, when I first heard about this, I though O’Leary - the airline’s chief executive - was crazy to do this. It’s always interesting to predict how passengers would react to having to pay to use the toilet, to change diapers for little ones, and so on. But, customer service is not what this airline wants to be known for, and it is proud of that. In the global edition of the New York Times, there was an article explaining O’Leary’s business model for Ryannair: http://www.nytimes.com/2009/08/01/world/europe/01oleary.html?_r=1&ref=global-home. If anything, especially in these economic times, his distaste for quality and customer service paired with the promise of on-time service and low cost fares seem to balance out. It almost made sense to me.
A nice media relations example, this article concretely communicated Ryannair’s promise as an airline. Zero customer service, a ton of fees tucked away here and there, but the expectation is that customers get what they pay for. If any loyalty is gained, it is because of low fares and on time departures, not because you’ll get away with excess luggage or complain why your seat did not recline! Messages from a PR perspective were clear and to the point, as shocking and annoying to some readers. Overall, a great PR piece that surely will lead to lots of sales as Ryannair expands its short-haul flights.
However, if it doesn’t respond to emails (according to the article, no one responds to email), then good luck with tapping into the potential of social media.