In a time when a focus on reducing friction, complication and frustration is distinguishing the better companies from the less desirable ones, Frontier is astonishingly adding frustration. Mark my words, the backlash will be severe from this self-inflicted wound. Step back and watch the growing online chorus of furious passengers who couldn’t access support during their travels. The vitriol will be deafening.

We have to defer to customers whenever possible. Our survival depends on our customers getting what they want, when they want and delivered to them in the way they prefer it. If they choose others to make a purchase, we lose. If they leave us for competitors, we lose. If they are unhappy with something and we can’t make them happy or reduce their frustration, we lose.

What if I told you that you’d have to wait a few hours to read this blog. Would you wait around for it? Not likely. The good news is that you won’t have to. It’s here and waiting. Let’s dive in.