09 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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See also
Skirmish in the Skies
Follow This Path: How the World's Greatest Organizations Drive Growth by Unleashing Human Potential
Promises, Promises
The Engagement Imperative
The Constant Customer
Turning Transactions into Relationships

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

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