BRCC Customer Service Industry Case Study

Please read through the case study “United Airlines’ Service-Recovery Challenge After Reputation Meltdown”. There is a link to the case in the resources section of My Courses.

After reading the case study develop your case study analysis using the following format:

• Introduction – include a brief summary of the study including key partners, problem to be solved and primary objective (goal) of the study.
• Body – What is the storyline of the study? What happened? Include key areas of focus, strategy implemented, success measures (or failure points) and implementation. Connect to course concepts and support with data shared in the study.
• Conclusion – What was the ultimate result of the strategy implemented? Did it work? Why or Why not? Do we have enough information or is additional research needed?
• Recommendation – What alternatives or alternate applications are available? What is your recommendation? Feel free to connect this to your current role in the workplace.

In your analysis make sure that you address the following and support using the concepts and terminology studied this semester:

• What happened on flight 3411?
• What service expectations do customers have of airlines such as United? How did these expectations develop over time?
• Discuss the importance of customer satisfaction and CRM for airlines such as United. Broadly classify the areas where CRM plays an important role in the aviation industry.
• What is a service failure? Suggest a plan for a root cause analysis of service failure. Discuss the instances of service failure in this case.
• How can United prevent such incidents from occurring in the future?
• What steps can United take to rebuild its tarnished brand image?