Entrepreneurship und Tourismus
2. Aufl. 2016
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S. 299Case Study ‘United Breaks Guitars’
Interview with Dave Carroll Edited by Janosch Untersteiner
The presented case study refers not only to entrepreneurship, but also to customer service and the power of social media, using the example of Dave Carroll’s service story with United Airlines. Dave Carroll is a Canadian singer-songwriter whose guitar has been damaged during a flight with United Airlines. Asking for compensation, Dave Carroll had to undergo a classical customer service maze ending up with no claim for refund. As a creative musician, he did what he could best and promised to write three songs about his experience to hopefully get a combined one million hits on YouTube within a year. The video went viral and Dave Carroll reached one million hits within only four days with his first song and video. The case study is based upon an interview with Dave Carroll, now successful musician, speaker, author and consumer advocate.
Figure 1: ‘United Breaks Guitars’ [Source: sonsofmaxwell, 2015]
1. Introduction
The Institute of Customer Service (2010) defines customer service as “the sum total of what an organization does to meet customer expectations and produce customer satisfaction”. Accor...