Steps On Rebuilding United’s Brand

The past several days have been a public relations nightmare for United Airlines and it does not appear that things will be improving for the embattled airline and its CEO, Oscar Munoz in the near future.  The United saga began when Dr. David Dao was violently dragged off a Chicago, IL to Louisville, KY flight due to the flight being overbooked and room being needed for 4 flight crew.  The entire incident was filmed by other passengers with their smartphones.  Dr. Dao was so badly injured that he will need reconstructive surgery.  Compounding the damage was the tone deaf response from the airline, particularly its CEO, Oscar Munoz, to the incident.  Munoz originally praised United’s employees and blamed Dao for the incident.  After an international furor aroused, fueled on social media and late night television, Munoz apologized to Dao finally and made an appearance on Good Morning America that made him look anything but sincere.

Added to this debacle were fresh news stories of other passengers who had been threatened when United had overbooked flights, allegations that United Airlines was behind negative stories appearing in the media about Dao’s past, and reports that United was considering suing passengers who had recorded the Dao incident.  United is of course facing lawsuits.  The company’s market share has dropped by an estimated billion dollars.  United’s public image is in ruins.

Soon things will get even worse for United.  In the next few weeks, United will announce Munoz’s annual bonus that is expected to be $10 million or more.  The cause for the bonus is raising United’s short term profits.  How did Munoz achieve this? By having the airline sell more tickets for flights than they have seats (overbooking) and refusing to pay passengers enough to voluntarily give up their seats.  The core reasons that led to the crisis United is facing.

So what should United do to begin repairing its image?

  1. Announce that it is deferring Munoz’s bonus.  Or even better, have him announce he is rejecting it or donating it to charity.
  2. Announce that it will discontinue overbooking. Yes, the practice is legal and other airlines do it but this practice is now lethal for United.
  3. Munoz needs to do more interviews apologizing not only to Dao but all customers and announce what steps the airline is taking to assure better customer service.
  4. Announce a companywide customer service training program for all employees.
  5. Take out full page advertisements in leading newspapers across the nation apologizing and announcing again the steps the company is doing to improve the customer experience on all flights.

United needs to realize that the damage its reputation has suffered has been severe.  It isn’t fatal but the longer the company takes in moving forward with its crisis recovery program, the worse its reputation will be.

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