(Long Island, NY) BBC World Service reported a fascinating story recently about United Airlines and their reported $180 million dollar drop in value because of a YouTube video.
You read that correctly…a YouTube video.
Specifically, Dave Carroll’s music video for the song “United Breaks Guitars” (embedded below).
You’ve probably heard the story–Carroll was on tour flying through Chicago on his way to Nebraska. On his connection at Chicago O’Hare, the baggage handlers literally threw Carroll’s acoustic guitar case, ultimately damaging the guitar to the tune of some $1200.
Acoustic guitars aren’t sturdy. They’re subject to moisture, heat, and yes, impact damage. Acoustics are about as strong as Auntie Ruth’s antique vase. Getting tossed around like a bowling ball? Not good.
Carroll called United to complain and get compensation for the loss, but apparently the company wasn’t in a helpful mood. Carroll’s claims were denied and after many emails exchanged, he was told he’d get nothing and that was the end of it. At least, that’s how the BBC report made it sound…I haven’t read any of these e-mails myself so all I can do is take the word of the reporter. But it sounds about right.
United Airlines should have coughed up the $1200, because Dave Carroll decided to tell the story on his website (http://davecarrollmusic.com/) in the form of not one, but THREE songs about the incident. Not only that, but the first song and video he released via YouTube has gone completely viral, snagging literally millions of views.
United’s stock price fell ten percent, directly attributed by some sources to the rotten PR generated by United’s mishandling of the incident.
While many are tsk-tsking United for being stubborn, obstinate, and ultimately foolish for their behavior, fewer discuss the real villains of this story–the ground crew who treated Carroll’s guitar so carelessly. What is United doing to fix that problem?
United reps made public statements about wanting to use Dave Carroll’s “United Breaks Guitars” music video as a training tool. United told an LA Times reporter, “His video is excellent and we plan to use it internally as a unique learning and training opportunity to ensure that all our customers receive better service.”
We can only hope they really mean that, but in the meantime, one thing is clear. United may have a lot of fixing to do in the customer service department, but it’s a sad indicator of how bad things have gotten in the airline business. In this day and age, if you want to fly the apparently not-so-friendly skies, you should not only pack
only your most sturdy items (in a titanium case), you should expect only to get your due should things go wrong if you’re capable of causing a ten percent drop in share prices.
We have Dave Carroll to thank for being influential enough to force United to say “Uncle,” but there are thousands of us who got the shaft without being able to poke the company where it hurts. That said, doom on you, indifferent corporate airline types—some of us have watched this Dave Carroll thing with pen in hand, taking copious notes. Don’t underestimate the next complainer, chances are they’ve already got a YouTube account.
In the meantime, let’s hope Carroll’s ordeal brings some actual, lasting change in the customer service department across the board at the airport.
