In 2009, I wrote an article about how United Airlines broke a singer’s guitar by mishandling his baggage and refused to pay for the damage. He wrote a song about it and it went viral, causing United to reverse its decision and a public relations nightmare for the company. Normally customer dissatisfaction of that magnitude should cause financial hardship to a company unless they change their policies.

It is a well know fact that customer satisfaction can have significant impact on the business bottom line. So when we hear that a company goes bankrupt, we, as customer satisfaction professionals, should check how the company was perceived in the marketplace. According to a report, published in October, 2011, by Amplicate on US airlines, American Airlines was Americas most hated airline on social media for the previous 12 months.

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