Award-Winning Case Study: United Airlines

Paper submitted by: Anil Nair and Tarundeep Suri

Business Case:
Customer Relations plays a critical role in recovering customers who perceive disservice during the travel value stream. Hence, when the customer complaints to customer relations about their experience, it is important they feel satisfied with their interaction with customer relations. To measure this satisfaction, a monthly customer survey was implemented in May 2007 to capture customer satisfaction before and after contacting customer relations. The results from this survey for May-Aug 2007 indicated that our customers’ satisfaction with customer relations process was below the goal. Based on additional data available and direct customer feedback (VOC) to senior company officers, it was determined that our offshore contact center (hereby referred to as OFCC), which handles majority of the customer complaints, was causing significant customer dissatisfaction.