I could never understand this intransigent, mindless adherence to rules. I used to work at a customer service job (not an airline), but I hated it because of these ridiculous policies and procedures. Sometimes, you just have to bend the rules and improvise in situations that the company executives didn't anticipate.
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THESE ARE THE RULES - NO EXCEPTIONS.
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The "rules" here are totally in the company's domain, so it's
their rules, and what this means is that "We're going to keep your money just because we can." That's the rule here, not unlike the
Ferengi Rules of Acquisition:
"Rule One: Once you have their money, never give it back." That's the rule, no exceptions.
It's a pity that airlines aren't run like other businesses, such as restaurants, where you pay AFTER the service has been delivered.