The Wow Factor

摘要

It's amazing how much the digital age has changed the way organizations view and react to customers.A commonly held view used to be that if a customer experienced poor service, he or she would tell about 11 people. With the explosion of social media, however, these comments are more far-reaching than ever before.A good example is "United Breaks Guitars," a YouTube video that went viral about a musician whose guitar was broken on a United flight. When the airline refused to compensate him, he created an amusing song deriding the airline.Within days, the video garnered hundreds of thousands of hits (and currently is at over 18 million views), which created a PR nightmare for United. It is a prime example of bad service in the internet age.