Assignment #3 – Deon Francis George

Summary

In 2008, musician Dave Carroll's $3,500 guitar was damaged by careless baggage handlers of
United Airlines, prompting him to release a trilogy of music videos narrating the incident. His
story resonated with the public who have long been victims of poor airline service, proving that
one bad review can teach a lesson.

On July 6, 2009, Carroll posted his first music video where he described how United Airlines
mishandled his guitar. Though he had hoped for a million views, the video gained more views
than expected in just four days. Many people shared their bad flight experiences, which helped
the video go viral. Today, the video has over 20 million views.

Carroll's experience with United Airlines had the David and Goliath quality. He was just an
ordinary person facing off against a large, faceless corporation. Four days after the release of the
first video, Carroll updated his followers with a video statement. He shared the success of the
music video and how it surpassed his expectations.

Although United offered to pay for the damaged guitar, Carroll declined the offer and urged
United to donate the money to a good cause instead.

Appropriate Response on Social Media

United Airlines could have better managed the situation through a more proactive and
empathetic response on social media. Rather than a reactive approach, a timely
acknowledgment of the incident, coupled with a genuine apology, would have
demonstrated accountability. Addressing not only Dave Carroll's concerns but also
acknowledging broader issues of mishandled baggage and poor service publicly would
have portrayed the airline as actively working to rectify systemic problems.

Improvement in Social Media Handling

To prevent escalation, United Airlines should invest in active social listening. Monitoring
and addressing customer feedback promptly would allow for early intervention and
resolution. A more strategic customer engagement approach on social media focused on
empathetic communication and transparent problem-solving, could have portrayed the
airline as customer-centric.

Actions to Prevent Such Problems in the Future

To prevent similar incidents, United Airlines should prioritize comprehensive customer

service training for employees, particularly those involved in baggage handling.
Developing a robust social media policy would guide responses to customer complaints,
emphasizing resolution over conflict escalation. Proactive reputation management on
social media, coupled with community engagement and positive brand storytelling, can
help foster a more favourable online presence.

I have selected the region as Canada and the date from 11/1/07 – 11/30/20.
 Information

Gender:
Age:
Location:

 Are you a frequent flyer?

Yes
No

 Which airlines do you prefer?

 United Airline
American Airline
Porters
Air Canada
Spirit
Delta Airlines

 Are you aware of the United Break Guitar incident?

Yes
No

 Has your perception of United Airlines changed since that situation?

Yes
No

 How do you rate the customer experience of United Airlines?

Bad
Average
Good

 What suggestion do you suggest for United Airlines customer service

improvement?
 Explain: