9 January 2003

Can United Soar Again?

The bankrupt airline is seeking to refocus on the customer experience. But it's going to have to deliver more than fresh slogans to engage customers. For starters, how about engaging employees?

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Shortly before filing for bankruptcy, United Airlines announced an ambitious new plan. Instead of promoting discounts, wider seats, double miles, or free movies, the airline would take a different route to emerge from its financial woes: a rededication to customer service. But will this strategy work?
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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