Apparently United Airlines has not learned its lesson from its very public fiasco where it damaged a passenger’s guitar (See United Breaks Guitars) and refused to accept culpability. A new, more troubling story has emerged about United Airlines losing a 10 year old girl who was using an ‘Unaccompanied Minor Service” offered by the airline for an extra $99.00. The girl was finally found and delivered to her destination but without her luggage, which arrived 3 days later. But not without putting her parents through hell.
Archive for the 'Videos' Category
One of the keys to customer satisfaction is to set expectations correctly and then meet those expectations. But customer expectations can be reset by your competition, raising the bar for your product or service offerings. KLM and Malaysia Airlines have added social seating programs, not found on US airlines.
Just a few days after FedEx had a delivery fiasco go viral on Youtube, UPS was caught in a similar situation. While not as extreme as the FedEx error, the driver was quite intentional in his action. The driver gave the camera that was recording him the’ third finger salute’ and then threw the box on the customer’s doorstep. The box appears to be from Zappos. It is possible that the contents were shoes or clothing which were not likely to break but Zappos do sell accessories which might be damaged. Here’s the video which has been seen far fewer times though other sites also are showing the video. Notice the difference in how the crisis was handled by UPS compared to Fed Ex.
On Dec 19, 2011, a Youtube video was uploaded showing a FedEx Employee delivering a monitor by throwing it over the fence. It went viral. As I write this post it has been seen more than 5.7 Million times. Imagine the embarrassment of FedEx! FedEx responded with a video of their own with 11 elements worth noting. Alas the video has only been seen by about 5% of those who saw the first video.
A USA Today article titled Airlines see Revenue Increase from fees talks about how customers react badly to the additional fees being charged now, especially when the service used to be free. The traveling public feel they are being gouged.The rationale for these fees is that airlines have been forced to reduce travel costs and are using fees to bring their companies back to profitability.The explanation to consumers is that the customer pays for the services they want (and doesn’t pay for the services they don’t want). Examples are baggage fees, fees to change reservations or cancel reservations, excess weight, and fees for food on the plane. There was even some talk about charging fees to use the washroom! Consumers have choices and can pick other airlines to fly but only if they can compare how much they are being charged in total. The US Government stepped in, responding to complaints.
Luna Park, a theme park in Sydney, Australia, has implemented an application that integrates smart phones, bar code readers, photo taking devices, Facebook and email to provide a real time feed of what users are doing at the theme park to their Facebook friends plus a summary of the day. It’s called My Experience. During the day, there are posts to your friends on what rides you are taking and a picture of you on a ride and a score on how ‘daring’ you are. What is this? It’s a testimonial for the theme park. Indirectly, the act of posting a stream of actions taken by users is providing their friends word of mouth feedback using Facebook that they are having fun and after the fact, that they had fun, at Luna Park. Or they can send an email to their friends with a summary. Great word of mouth!
A testimonial or referral from a customer is one of the best forms of marketing. It is not uncommon for businesses to want to post customer testimonials everywhere they can to encourage others to buy: advertising, store signage, press releases, websites. Watch a video on this new technology and technique adopted by Diesel Jeans. As most Facebook users have more than 100 friends on average, this technique provides word of mouth reference spread to over 100 friends in seconds with just a few pushes of a button from a smart phone or using a service like SnapmyInfo for regular cell phones with a camera. Do you know anyone that doesn’t leave home with their mobile phone? Consumers have the ability to easily provide referrals for your product, 7 days a week, 24 hours a day.
Here’s another story about consumers against large organizations: in this case a bicycle rider versus the New York City police department, using a Youtube Video. The bike rider happened to be, Casey, a TV personality from the show ‘Neistat Brothers’ and with a filming crew, created the video below. (Please don’t try these stunts at home.). It went viral and has been watched over 3 Million views. Google shows over 241 related articles.
Social media continues to strengthen the consumer’s ability to get satisfaction from large organizations where front line employees have been unable to resolve issues. This story is about Delta Airlines and baggage allowances for US Army soldiers returning from overseas duty in Afghanistan. An issue arose and a dissatisfied soldier posted a video on Youtube that went viral and embarrassed Delta Airlines. It took less than a day for Delta Airlines to issue an apology and change their policy but 200,000 people have seen the video. It was removed from the Youtube site, but the web never forgets and a mirror site picked it up and 20,000 more people have seen it on the mirror site. Outrage followed with news wires picking up the story and there are 1284 articles on this topic on Google.
Word of mouth has always been known to be the most effective mode of promotion for your product or service (positive or negative). We know that web techniques have changed the equation of how fast word of mouth can travel, from friends and family to going viral on the internet. Here’s an interesting video from American Businessman, Gary Vaynerchuk, author of Crush It, Why Now is the Time to Cash in on your Passion and The Thank You Economy, that talks about the changes in marketing, customer satisfaction and advertising.