“United Breaks Guitars” case analysis

The case study is about an incident that happened at United Airlines. This incident would have caused the company to lose 10% of its stock market value.This incident shows the importance of polishing one’s reputation when one is a large company, as ignorance of customer satisfaction becomes extremely problematic in the long term. We will therefore see how the incident was handled, what the consequences were and how it would have been wise to resolve the problem.

 

In March 2008, a Canadian musician, Dave Carroll, flew from your company (United Airline) to Chicago, Nebraska. It was the beginning of a nightmare for United Airline and what happened during the trip made Carroll a famous character, a courageous man who was able to preserve his rights and interests.

 



Carroll says he heard another passenger say that baggage breakers at the Chicago airport were throwing passengers’ luggage out during stopovers. “When Carroll arrived at his destination, he discovered that the neck of his $3,500 Taylor guitar was badly damaged and had a few cracks in it.” 

 

He made a claim to the airline but unfortunately they were indifferent to the incident and told Caroll that he would not be entitled to any compensation.

 

To get revenge, in 2009, Carroll made a protest song called “United Breaks Guitars” which described his experience on United Airlines and the airline’s subsequent reaction. The song became a hit on YouTube and received feedback from his online peers when it was released. United Airline received many negative reviews in terms of consumer service and brand burning. As a result, United Airlines’ reputation with the public deteriorated significantly.

 

An aggravating factor is that united airlines presents itself as a customer-focused company offering one of the best services and experiences to its customers. This incident shows the gap between what they claim to do and reality. The risk is that if the case is not isolated, other disgruntled customers who have suffered the same injustice will join the complaint – the movement can take on considerable proportions.

 

In today’s era, social networks give immense power to customers.  A complaint can be filed against a publication and damage the company’s reputation. Or an influential person can make a bad advertisement, which could be disastrous for the company’s business activity. It is therefore important to always go in the direction of the customer in order to provide the best possible experience.

 

The ideal in this situation would have been to deal directly with the dispute by offering compensation to the client but at this stage of the incident.  The company can only try to right its wrongs. Given that the bad publicity has gone viral, it would be a matter of making the resolution of this conflict public. For example by a public apology and why not buy a guitar back from the client. This is what the CEO of this company ended up doing. Of course, the aim is to prevent this kind of incident from happening again. It will therefore be necessary to change the way baggage handlers work and also to review the system for handling disputes.

Marketing communautaire, sensoriel et émotionnel

Pour le 25/11

  1. Préparer un site avec wordpress destiné à faire la curation du contenu susceptible de vous intéresser, en lien avec le communautaire, le sensoriel et l’émotionnel.
  2. Préparer la page sur Tumblr destinée à présenter votre synthèse de projet.

Cours

Aller sur cette page : http://kmcms.net/?p=1613

Présentation

Le marketing évolue à la vitesse du cheval au galop lorsqu’il s’agit de comprendre comment une marque peut gagner en notoriété et en image dans le digital. Le mobile change radicalement la donne quant à la forme et au fond du message à l’intention de consommateurs plus pressés et déjà frappés par de nombreux messages  : il doit s’adapter à des supports qui se démultiplient aussi vite qu’ils affichent du contenu sur le Web utilisant des technologies toujours plus riches.

 

 

Parallèlement, des équipes de développements se mettent en place pour trouver des façons d’accrocher toujours un peu plus l’utilisateur en stimulant plus de sens, ainsi que cela est démontré depuis longtemps en marketing.Voici par l’exemple de Japonais intéressés par l’olfactif :

Préparation du travail à faire

Dans la perspective de voir quelles solutions sont envisageables demain pour améliorer le shopping sur Internet, quel que soit le support (montre, paire de lunettes, smartphone, tablette etc.), vous devez préparer une enquête destinée à interroger les utilisateurs d’aujourd’hui sur leurs usages de demain. Pour cela, une enquête DELPHI (voir le cours présentant cette technique) doit être mise en place.

Objectif

  • 50% de la note finale : participer à la création d’un compte de CURATION et créer une page sur un site ou sur un réseau social, qui recense toutes les autres pages que vous avez répertoriées en lien avec
    le sensoriel, le communautaire, l’émotionnel sur SMARTPHONE.

  • 50% de la note finale : Créer une synthèse en anglais sur le site Tumblr du groupe concernant une voie d’amélioration du m-commerce en utilisant le communautaire, le sensoriel, l’émotionnel ou les trois ensemble

Lectures

Livres

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Publications

Accès aux publications en Marketing communautaire, sensoriel et émotionnel 2.0

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articles

 

Contrôle continu

Merci de renseigner ce tableur excel