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United Airlines had broken Dave`s guitar in checked luggage. After eight months of pestering the company for compensation, he turned to his best tool-songwriting-and vowed to create a YouTube video about the incident that he hoped would garner a million views in one year. Four days after its launching, the first million people had watched "United Breaks Guitars." United stock went down 10 percent, shedding $180 million in value; Dave appeared on outlets as diverse as CNN and The View. United relented. And throughout the business world, people began to realize that "efficient" but inhuman customer-service policies had an unseen cost-brand destruction by frustrated, creative, and socially connected customers.
United Breaks Guitars has become a textbook example of the new relationship between companies and their customers, and has demonstrated the power of one voice in the age of social media. It has become a benchmark in the customer-service and music industries, as well as branding and socialmedia circles. Today, more than 150 million people are familiar with this story. In this book, you`ll hear about how Dave developed the "just do it" philosophy that made him the ideal man to take on a big corporation, what it felt like to be in the center of the media frenzy, and how he`s taken his talents and become a sought-after songwriter and public speaker. Since United Breaks Guitars emerged, nothing is the same-for consumers, for musicians, or for business. Whether you are a guitarist, a baggage handler, or a boardroom executive, this book will entertain you and remind you that we are all connected, that each of us matters, and that we all have a voice worth hearing. ISBN-9789381431405
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Pages : 216
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