While calling for Tilton's resignation, United's leadership could take a moment to see the public affairs value in the pilots' blog. The pilots are filling the void where United fails - connecting directly with United's customers. The blog is an important communication avenue to sharing the travelers' frustrations. Furthermore, the blog allows customers to be heard, something that United travelers desperately want.
It is more than likely that United might see this effort as a public affairs problem. In other words this is a case of disgruntled union employees airing their grievances with the public to put pressure on management. I'm sure management is thinking of ways to minimize the blog's impact on the airline's image.
However, this is a fabulous lesson for United's leadership to point out what they're not doing. Mainly, engaging in a conversation with customers and treating customers the way they want to be treated. It's no secret this has been the key to Southwest Airlines success, which remains the gold standard in airline customer service and profitability.
But maybe, just maybe, United's leadership will wise up and engage with this blog. Maybe they'll join the conversation and mend fences with pilots and demonstrate to their customers that they want happy pilots to fly United planes. And maybe United will follow up with customer posts and acknowledge their problems and promise (and take action) to make things better.
This is the way to bring value to airlines. Otherwise, United will caught in the cost-cutting and operational silo that is an endless cycle leading to doom.
Will the pilots take their boss' head or will United save its CEO (and its company) through this social media opportunity?
