question and answer

Case 1: United Airlines: Mum’s inflight experience

United Crew Tells Mom That Her Crying Baby Is ‘Absolutely Unacceptable’

https://thepointsguy.com/news/united-crew-tells-crying-baby-unacceptable/

Instructions:

1. This is an individual assignment, weighted at 5 marks in the course and

evaluated at 25 marks.

2. Please read the case from the link above and answer the following questions:

(Please refer to how I want the answers to be written – see next page)

- a) Describe 4 areas where the United Airlines employee failed. Why did you consider

these are “fail points” (5 marks)?

- b) Describe one area where the airline failed. Why did you consider this as a” fail

point”? (5 marks)

- c) Did the airline do anything well? Explain how? (5 marks)

- d) If you were the Airlines’ Chief Customer Officer what would be your course of

action. Provide THREE actions. (10 marks)

3. Maximum of 2 pages. Font size 12, Arial

4. You are required to post your submission in the drop box. Hard copy to be submitted

in class for this assignment.

See next page

For your responses you must review in class presentation: Introduction to CXD

✓ The Golden Principle

✓ Responses of UA and Tesla CEO, Krispy Kreme server

✓ Customer Journey, touch point, moment of truth

✓ The Ecosystem

✓ How does the mum’s experience fit with the “Customer Experience Pyramid”? – Effective, Ease,

Emotion