Forfeiting of bookings and bad attitude

On Sunday i booked for a fare from Nelspruit to Pretoria. Due to personal transport arrangements i couldn't make it on time to the departure location. i then called the call center to try and arrange for an alternative so i can reach my destination but i was advised that my travelling fare has been forfeited and i have to book again. The customer care was so lacking in this organisation in such a way that I feel very inferior and not taken seriously as i have not been treated fairly. I have then resoluted to the fact that, I WILL NOT USE THIS CARRIER EVER AGAIN. THAT INCLUDES RECOMMENDING IT TO PEOPLE. ?