My friend can't get the bereavement discount from Delta

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Actually, it was his fault not to pursue this matter before he board on the trip to his own country. Now, he tried to claim that bereavement discount from Delta airline, the ticketing assistant told him, it is too late, he should make that claim right before he took the trip. A month ago, my friend, he got the call from his brother in Vietnam, who told him that his mother was very sick. So, in hurry, he make a purchase an air ticket over $1700. On the trip, he heard someone told him about the benefit of bereavement discount, but it is too late now. I just wonder, why can't he make that claim, if he has all the proof, like the ticket number, and the hospital name, and the doctor notes.