What happens if companies don’t listen to their customers – United repeatedly refused to listen
In a world where consumer and peer reviews are available via social media, positive customer experiences become amplified and produce word-of-mouth referrals. On the flip side, negative customer experiences become amplified as well and can make big damage to even great companies.
United repeatedly refused to listen and take corrective action after damaging the guitars of Dave Carroll. He eventually wrote a song in response, that has been viewed more than 15 million times on YouTube and had untold damage to United. Now known as the “United Breaks Guitars” phenomenon.
United Breaks Guitars
The old statistics: A satisfied customer will tell 2-3 people about their experience with a company while a dissatisfied consumer will tell 8-10. Platforms like Facebook and Twitter where a post or tweet can be shared thousands of times have amplified those numbers exponentially.
Social media has effectively turned customers into broadcasters! So better watch out! Not listening to customers can have a huge impact.
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