The following video has been seen by over 5 million people. This is the price of failing to understand customer service. How much would it cost United Airlines to reach 5 million people with a positive message? The really sad part of this is, when customer service is very, very poor, it’s cheap to improve.

I have delivered that message to many CEOs. Few believe improving service translates into profit. Read the business news and note the failures.

But why? It would not cost United Airlines a cent to improve their service.

To greatly improve service would carry a cost because United has permitted poor service to enter their culture. It’s accepted. It’s tolerated. It will take commitment to clean it up.

The longer United Airline waits to fix their customer service, the more expensive it will be to do so.