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United Airlines Culture Problem
I am often asked what organizational culture is. Frequently, I meet with executives who are feeling defeated by the scale and complexity of leading cultural transformations. So, where do you begin with cultural transformation? And as someone invested in organizational culture and leadership, how do you take an aspirational concept and turn it into business practice?
There is a way. It is called customer experience and culture design. And it matters.
Since we have been talking about United Airlines and a friend of mine just had a bad experience with the airline, we are using them for our case study today. With that said, what we describe today is valid for every industry and every brand.
The Story
A family of 6 booked their vacation on United, a direct flight from New York City to Chicago. After the United canceled the original flight, the airline rebooked them on a connecting flight through Washington, DC. When they flew that trip, they missed their connection in DC and had to stay overnight.
United did not offer support for food or accommodations. To sum up, the United Airlines customers were having a pretty bad experience.
On the surface, this could happen with any airline. In fact, this story is not unusual to the airline professional reading it. We operate in busy skies. That, combined with the complexity of managing flight schedules at a large scale, leads to circumstances like this that can ruin customer experiences.
Technology is Half (or even less than half) the Answer
We know the problem is not technology. We have so many capabilities today. With the growth of AI we have predictive algorithms that can optimize most systems. We also know that this June, United announced a new tool that prevents this precise scenario from happening.
The airline launched the internal employee tool ConnectionSaver. This tool helps gate agents make the right judgement calls and wait for connecting passengers. In other words, United Airlines created the right tool. But people were still stranded. They still have bad customer experience.
Culture is the Answer for Leadership
So the question is, what is the internal culture of the organization. And why did it fail to deliver the experiences customers were told to expect?
Employees act on behalf of the customers when they are given tools to do so. For example, JetBlue Airways had the program called BlueHero. It allowed crewmembers to do the right thing by the customer even when we did not have a policy or procedure in place for that specific scenario.
JetBlue also invested in hospitality training for all crewmembers and leaders. The training covered in-depth hospitality standards that employees were expected to apply in the field. Last, but not least, we had a reward system. The reward system awarded monetary and non monetary awards for living the brand culture values.
All these financial and leadership investments created a safety net for the airport employees to make judgement calls without fear. A judgement call to hold the door one or five extra minutes for the connecting customers on the last flight of the day. To give a family food vouchers. Or to cover a hotel, even though the policy does not cover that specific scenario. That is how empowered employees deliver better experiences every day.
Takeaway: Organizational Culture and Leadership
None of this is easy. Especially in the airline industry. Disruption management is a real challenge for airlines and there is no silver bullet.
When people do get stranded, create an experience for your employees and customers. Yes, it’s an expense. But pick your poison. Either wait and invest in PR later when another fiasco goes viral. Or build the right culture and condition your customers to forgive you. Because they know you really tried to do the right thing.
Liliana Petrova, CCXP
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NYC Subway CX Kills Chivalry in the City
Brands have the power to make customers feel ignored, and even angry. The CX Pyramid crumbles and customer-to-customer behavior, in addition to individual experiences, suffer. Case in point, the New York MTA System.
![A Man working on a desk with a nigh lamp on](https://thepetrovaexperience.com/wp-content/uploads/2019/09/Freelance-Consulting-The-Petrova-Experience-600x350.jpg)
Freelance Customer Experience Lessons for Freelancers
For small businesses and freelancers alike, it’s important to recognize that your business is as strong as the relationships you build with your customers. That’s just one of the key…
![](https://thepetrovaexperience.com/wp-content/uploads/2019/01/culture-and-customer-experience-600x350.jpg)
Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.
![](https://thepetrovaexperience.com/wp-content/uploads/2019/02/customer-experience-survey-design-600x350.jpg)
Customer Experience Survey: Why Customers Are Not Responding
When you solicit customer feedback sometimes matters more than how you ask the questions. In the case of a survey about new biometrics boarding initiatives my team and I created for JetBlue, we had a list of feedback that was most important for us.
![what is the real cost of employee experience](https://thepetrovaexperience.com/wp-content/uploads/2021/04/employee-experience-real-cost-600x350.jpg?crop=1)
What is the Real Cost of Employee Experience?
There are two types of leaders (and organizational cultures) that stand to benefit most from improving employee experience. The first kind have 40% or higher turnover and think their frontline…
![the customer experience effect jetblue liliana petrova](https://thepetrovaexperience.com/wp-content/uploads/2017/12/jetblue-customer-experience-liliana-petrova-600x350.png)
How Do You Know You Are Making The Right Big Bet?
The future of customer experience is full of opportunities. However, the technologies of the future are not enough. Adaptive, memorable customer experiences require empathy and innovation. Liliana tackles this in…
![digital concierge travel experience](https://thepetrovaexperience.com/wp-content/uploads/2020/02/digital-concierge-customer-experience-design-1-600x350.jpg)
Are You Ready to Go Exclusive with Jane, Your Digital Concierge?
In 2015 JetBlue introduced bag fees. Seven years after the competition. The media exploded. Many publications were negative. They blamed the airline for “selling out.” One headline read “A New…
![top 3 digital customer experience strategy mistakes](https://thepetrovaexperience.com/wp-content/uploads/2021/06/3-Digital-Customer-Experience-Mistakes-The-Petrova-Experience-Blog-600x350.png?crop=1)
Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players…
![liliana petrova movie customer experience unsung heroes](https://thepetrovaexperience.com/wp-content/uploads/2019/11/unsung-heroes-customer-experience-liliana-petrova-600x350.jpg)
Grateful for Customer Experience Heroes
When we launched The Petrova Experience, we did so with the words “in pursuit of customer happiness.” Pursuit of happiness is part of every interaction we have with our clients,…
![Social Media, Customer Experience, Brand Image](https://thepetrovaexperience.com/wp-content/uploads/2017/09/social-media-graphic-600x350.png)
How Does Social Media Affect Customer Experience?
Social Media is the only real-time channel for successful brands to manage customer experience and brand management.
![](https://thepetrovaexperience.com/wp-content/uploads/2019/07/Culture-United-Post-The-Petrova-Experience-Post-1-600x350.jpg)
United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines and its organizational culture. Initially, I thought about United Airlines culture because someone asked whether it is possible to build a customer-centric…
![lessons in hospitality](https://thepetrovaexperience.com/wp-content/uploads/2023/12/holiday-hospitality-lessons-600x350.png?crop=1)
What Holiday Parties Teach about Hospitality
Last week The Petrova Experience, like many companies, hosted our holiday party. In good customer experience fashion, we put significant effort into finding the perfect location. We agonized over the…
![](https://thepetrovaexperience.com/wp-content/uploads/2018/10/mta-brand-failure-cx-pyramid-e1539287257764-600x350.jpg)
NYC Subway CX Kills Chivalry in the City
Brands have the power to make customers feel ignored, and even angry. The CX Pyramid crumbles and customer-to-customer behavior, in addition to individual experiences, suffer. Case in point, the New York MTA System.