Have you heard of David Carroll? No? Perhaps you remember the song United Breaks Guitars? He wrote it after United Airlines damaged his beloved Taylor guitar and refused to cover the costs for it. The story is not exactly new, yet negative headlines are the ones that people remember. The story put United Airlines in a negative light on social media. The fiasco also had serious ramifications to the United brand and their customer care reputation.
Making consumers feel like they are receiving excellent customer care is no longer an option, it’s an absolute necessity. Many companies receive high marks for their excellent customer care, yet many still deliver poor customer care. This in spite of the incredible negative coverage they receive through social and traditional media when customers speak out.
The figures are crushing: Studies cite that up to 78 percent of buyers end a business relationship due to poor customer care. And 61 percent move directly to a competitor!