Customer Relationship Management, Wrap Up

Elie Ofek

In this session, we will discuss the United Breaks Guitars case and its implications for customer management. We will also use this opportunity to summarize the module. United Airlines found out what can happen when a disgruntled customer uses social media to air a complaint about the company. What started as one man's grievance with an airline quickly turned into an international media event. (The following is a link to the video Dave Carroll posted on YouTube:https://www.youtube.com/watch?v=5YGc4zOqozo)Assignment Questions:

1. Evaluate United's response to Dave Carroll's video. Did the airline handle the incident well?
2. Why was this video seen by so many people, so quickly?
3. In general, how should corporations prepare for the challenges posed by user-generated content about them spreading on various social media platforms?

The case is enclosed below :

• United Breaks Guitars

https://www.dropbox.com/s/k5kvj5vhpx5qsiw/United%20Breaks%20Guitars.pdf?dl=0