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Group7 Unitedbreaksguitar SecA

United Airlines mishandled musician Dave Carroll's $3,500 guitar during a flight. After his complaints to United went unaddressed, Carroll created a music video titled "United Breaks Guitars" describing his negative experience, which he posted to YouTube and blogs. The viral video received over 4.6 million views and garnered widespread negative media attention for United. United subsequently began monitoring social media responses, announced internal training changes, and offered compensation to Carroll in an effort to regain customer confidence and trust.

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75 views6 pages

Group7 Unitedbreaksguitar SecA

United Airlines mishandled musician Dave Carroll's $3,500 guitar during a flight. After his complaints to United went unaddressed, Carroll created a music video titled "United Breaks Guitars" describing his negative experience, which he posted to YouTube and blogs. The viral video received over 4.6 million views and garnered widespread negative media attention for United. United subsequently began monitoring social media responses, announced internal training changes, and offered compensation to Carroll in an effort to regain customer confidence and trust.

Uploaded by

Archana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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UNITED BREAKS

GUITAR
SECTION-A_GROUP 7
BARBIE | SACHIN | ROHIT | ISWARYA | ARCHANA | VALENTINE

CASE FACTS
Dave Carroll flew United Airlines with his band. His $3,500 guitar was mishandled
at the hand of United employees
Daves complaint passed on from one service department to another without
processing or any compensation offered by the airline
He responded by creating a music video about the experience and posting it on
YouTube.
He blogged about it as well United Breaks Trilogy
The video went viral and was picked up by international media outlets.
United experienced very bad press including a drop in share prices from the video
Millions of airline travelers identified with Carrolls experience and Carroll
became a star

WHY DID DAVE CARROLLS VIDEO SPREAD SO FAST?


Customers who presumably had prior bad luck with the airline could relate to Daves video and were glad that he was taking
on United Airlines

People could use the forum as a space to share their own experiences, similar to that of Carroll traveling with his
guitar

The idea of a single individual ready to take on a big airlines brand seemed to resonate with them and the catchy
lyrics of the song helped in recall
The multiplier effect came into play due to the integration of youtube, twitter and blogs. After the views on youtube
crossed 1,90,000 mainstream media developed interest raising media mentions to 155 per day and by the end of July
the video had been viewed 4.6 million times
Dave also gathered support from other associates such as manufacturers of music instruments and non profit organizations
working in the area of consumer satisfaction

RESPONSE BY THE AIRLINES

United Airlines subsequently started monitoring the customer responses via social media (tweets and comments on the video)

This helped them to take immediate corrective actions on their customer services front
Gained customer confidence by announcing that they would use the video for internal training purposes and ensuring better
service to the customers in the future
They also offered compensation to Dave and kept him updated on various changes they were making in the way of working of
employees who faced customers
There was also a continuing video by Dave, in which he spoke about the measures taken by United and his satisfaction for their actions (although this
was not as popular as the initial video)
This proves to show that Negative WOM travels far and wide and faster as compared to Positive WOM

United over and above all this, donated a considerable sum of money to Thelonius Monk Institute of Jazz, as compensation to
the acts of the Airlines. This also helped gain some lost goodwill from the entire musicians fraternity

HOW DIFFERENT WOULD I HAVE REACTED?

In my opinion, the actions by United was on the defensive front. I feel that it should have been handled
before the issue blew up to this extent and before Dave was forced to make the video describing his
negative experiences at United
Post the release of the video, a quick and immediate response by the organisation can help salvage
some of the lost trust and goodwill from the users and future users
An online portal can be used to ensure that customers use it as a medium to share grievances instead of
resorting to social media, which costs the organisation a lot. Hence a good advertisement for this portal
and its publicity should also be done.
Also credibility and trust on the portal should be built and the complaints on the portal should be
addressed immediately
The subsequent video release by Dave should have been made viral, or could have been included in the
Ad campaigns of United, can be posted on their website.
The customers and others should be equally aware of the measures taken to satisfy a customer and
not only the negative experiences that was shared

THANK YOU

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