group project, part 1 and 2

United Airlines: Case 3: 6 disciplines

(Part 1: 3 disciplines and Part 2: 3 disciplines)

Objective:

The purpose of this assignment is to bring to life the concepts that you have been taught across the 6

CXD disciplines.

Your team will use the concepts taught each week and apply it to the situations that are provided in the

8 links below.

The assignment:

Your team has been contracted as consultants to United Airlines to assess their customer experience

model following several issues ( 8 links below)

Two-part assignment:

Part 1: Strategy, Customer Understanding, Design & Delivery

Part 2: Measurement, Governance and Culture

Team size: maximum 4 students

You will need to study each of the 3 disciplines ( for each of part 1 and part 2) through the presentations

made every week in class and give an assessment of the weaknesses of United Airlines and the

corrective actions that the airlines must take to improve its image perception with current and future

passengers.

1. Once the chapter is covered in class, you would need to do readings from the links provided.

(See how to on next page)

2. Each team member makes notes from the links provided and then shares it with the team at

meetings.

3. You must link your thoughts and discussions to the chapter taught in class (For example if we

have covered the chapter “Customer Understanding” in class your team must link your

discussion around

a. what the weaknesses are with UA on Customer Understanding and

b. what have you learnt from the class presentation as ideas/concepts which UA can use to

improve Customer Understanding?

c. When the discussion is complete one team member should write down your thoughts.

d. This completes one chapter

e. You repeat the same process every time a chapter is completed in class.

Mark allocation

For each part: Each discipline (20 marks) assessed by

weakness – 10 marks (from the cases provided) at United Airlines

and corrective action – 10 marks to be taken by United Airlines.

Marks will reflect your making reference to the subject mater taught in class.

Part 1: 3 disciplines : 60 marks

Part 2: 3 disciplines: 60 marks

Plus 10 marks for each part for completing the following:

All three team contracts (see next page) complete. This is to be typewritten (not handwritten)

Includes a complete cover page. No spelling or grammar. Professional layout with bibliography and

citations

Summary of marks

* Each part evaluated at 70 marks and course weight of 15 marks

* Total for this assignment = 140 marks for Part 1 and 2 and course weighted at 30 marks

Assignment submission

* Maximum of 10 -12 pages, (each discipline presented across 1.5 2 pages) Arial, Font size 12

*Soft copy in Drop Box and hard copy to be submitted in class

* You may refer to articles on the internet related to the situation links given below. Proper references

are required to be made in the case

*Important to attach to your TYPEWRITTEN submission the following team contracts:

- Group Contract

- Group Log

- Group Assessment

Please provide me with the name of the Group leader who will prepare the Group Assessment.

How to begin work on this assignment

Step 1: All team members to review the chapter taught in class

Step 2: Team members will distribute reading of the 8 links as follows

So for Chapter 1 : Team member A reads links 1 and 2

Team member B reads links 3 and 4

And so on

So for Chapter 2 : Team member A reads links 3 and 4

Team member B reads links 1 and 2

And so on for the other team members as shown.

URL links provided

1 2 3 4 5 6 7

Team member

A

B

C

D

URL links provided

1 2 3 4 5 6 7

Team member

A

B

C

D

This goes on until all team members have read all links and are therefore in a better position to share

their insights and contribute more meaningfully to the development of responses to the assignment.

Note: You must create one summary for each discipline after team members have read all the links

The 8 links

Please read the following links as a background to your research. You are free to read associated links

through your own search.

Note: Plagiarism through copy/paste of web related articles means a ZERO in the assignment.

1. United Breaks Guitars

https://www.huffingtonpost.com/2009/08/24/united-breaks-guitars-did_n_244358.html

2. United drags passenger off flight

https://www.cnn.com/2018/04/11/travel/united-customer-dragged-off-overbooked-flight/index.html

3. United attendant puts dog in overhead bin – dog dies

https://www.cnn.com/2018/03/13/us/united-airlines-dog-dies-trnd/index.html

4. United attendant places limit of 5 minutes on time that baby can cry

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

5. United Airlines worst customer service incidents

https://www.businessinsider.com/united-airlines-worst-customer-service-incidents-2018-3

6. United Airlines plagued by public relations disasters

https://www.cnbc.com/2018/03/15/united-profitable-but-plagued-by-public-relations-disasters.html

7. United Airlines: fixing the culture problem

https://www.forbes.com/sites/deniselyohn/2018/03/28/how-to-fix-united-airlines-culture-

problem/#48688889fd3d

8. United airlines kicks off retired professors from flight

https://bit.ly/2kNzs9G

You will get to understand the CX model that United Airlines shared with their investors.

See e-centennial: Case studies and Assignment folder

1. Core 4

2. United Airlines Customer Experience 2018