Dave Carroll: Lessons from "United Breaks Guitars"

Musician Dave Carroll tells the story of how his customer complaint video "United Breaks Guitars" became on online sensation, at the BRITE '10 conference. Carroll shares his music and discusses how United changed its ways, and the lessons for customer service in an age of social media.
The BRITE '10 conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School. Learn more at www.briteconference.com or www.globalbrands.org

[@Luubelaar]

The thing I love about the way Dave did this, was he didn't scream and shout and didn't buy into the whole "I'm gonna sue you" thing. He wrote a song, and that in turn hit them HARD. The first video alone has nearly 11 million hits. Millions of people have heard about Dave's negative experience with this airline and it has really hit United quite hard, where it hurts them most ... in the wallet. Great job Dave. :D

[@SenorKiwiG]

I bought all of Dave's CDs. They're fantastic. Sons of Maxwell is much more than "United Breaks Guitars".

[@WellnessGoneWild]

Dave - wow. You've got it right. We are not statistically insignificant. I know it was significant that I missed all of my retirement parties (after 22 years of service) because united couldn't get me from Denver to Kansas in less than 24 hours. They cancelled my flight at the last minute (no explanation) and had me standing in stand by lines flight after flight after flight that was overbooked. I begged them to help me. They washed their hands of me. I'm joining your voice Dave.

[@utube101x]

"No customer is statistically insignificant" - I love this phrase.

[@bigbro5793]

The best thing that could possibly happen to Dave is United break his guitar. That was once in a lifetime opporunity which Dave used to the maximum. Great story, nice lesson, cool dude!

[@FairytalePalace]

I just sit and smile. ...cause United Breaks Guitars! I am sooooo proud of you Dave. I love The Sons of Maxwell..and your song writing and music. My only regret is that I have a harder time getting tickets to your shows now. Our Canadian heros. xoxo

[@TheHobbyShopFilms]

A man was dragged off an overbooked United Airlines flight from Chicago O’Hare to Louisville, Ky, on Sunday night after agents couldn’t find volunteers to leave the plane and selected four passengers at random. If this incident didn't happen, I would had never heard of you; I enjoyed your "United Breaks Guitars" Song! You are very talented, and I appreciate your music and honesty!

[@cavalierqoon]

I *STILL* sing this to myself whenever I see United livery...

[@maurccanada]

And United is still breaking guitars out there. I had problems with them on March 6th 2015 and they just showed complete indifference toward me. I should have flown with someone else or gone by car.

[@markarca6360]

Not only 🎸, but 👃, as well.

[@Valkaneer]

What's funny is that a thing like that can be viral and all over the place and here I am 13 years later just hearing about it, and I was 30 years old back when it happened and never heard of it.

[@HunterMann]

Cheers to Dave, so typical of the many polite, articulate Canadians. I'm going to order his CDs, and keep supporting independent musicians, filmmakers and artists.

[@tlcbritt]

Big companies are forgetting that people are what make them money. Customer service should always be number one. My biggest pet peeve has always been poor customer service. AWESOME comments Dave makes concerning customers not being statistically insignificant.

[@patricklydon2143]

Dave, Very impressive how you have parlayed this into a multi-faceted future for yourself that helps you, educates corporations, educational institutions and individual consumers. Your website about bringing positive things to light is also unique. You are a good, intelligent and productive man. Keep it up.

[@passiveagression9803]

Musician Dave Carroll talks about how he became a taylor guitar ambassador overnight.

[@bobdixon4998]

You have great friends! Also a great singing voice and writing. Keep giving us music.

[@HellaciousJK]

SO true. I had a run in with a lady once at a book store. I was just a little kid and I was gonna try and buy a strategy guide to a game, I had 15 bucks and didn't think it'd cost more than that but there was no price tag so when I checked on the price and it was $30 I was like oh ok no thank you and so she yelled at me (for no apparent reason) and wound up losing her job over it after my dad found out. I might've been a little kid at the time but thats a perfect example of this.

[@TheSweetdoggie]

This was a really great, inspirational talk. I don't normally listen to stuff like this when on KZbin, but I like the song and thought I'd like to hear a bit more about the situation. It just goes to show that people can make a difference. We aren't just cogs on a big wheel. This song made a difference to United, to all the consumers who've been screwed around with, and to individuals who stand up and say 'I'm not gonna take this anymore!' Thanks for sharing.

[@MrRUKidddingMe]

what a great story, a nice musician who's having nice things happen...

[@jimmywrangles]

A very good talk with an audience that didn't laugh much.

[@dobbinrajqwerty]

He was funny, I was wondering whether we can't hear the crowd laugh or they were just not laughing

[@ammaleslie509]

I do hear the audience laughing. The audience isn't miked and his microphone is directional so the audience would have to laugh like a comedy club for us to hear them well.

[@allanamcleod1882]

Mr Carroll, your song and its message is used as a part of our Marketing tuition here in New Zealand. Love the singing, love the message, love the learning's your message portrays...

[@AnneLeroux383]

I first heard your music in Port Hood arena, years ago. - loved the music. I first saw your Unitedbreaksguitars video on a morning news show in Chicago just after the story broke. I travel a lot and unfortunately, over the last few years have found myself humming that song frequently, usually when there is an air travel issue. Love the music. It makes me smile while I am dealing with air travel.

[@louisepledge9915]

This was wonderful and so professional! I watch &/or listen to "United Breaks Guitars 1,2,3, almost every day but have never taken time to watch all of this one. I'm so glad I did. You go, Dave!

[@mauriciorccanada]

United is still doing it. Mar 6th 2015, United dragged my ski bag through the floor and mud until a big hole was on it. I filed a complaint, no answer at all.

[@keithwetlesen9965]

They smashed my Apple computer too. It was in a case, in a carry on.... then in check on.

[@Khardin258]

Dave Carroll is my hero! Great Job Dave! I love people who illegitimately complain and do not get satisfaction from a company - I love the way you dealt with this.

[@Differencemade]

Good to see Dave getting more miles out of this.

[@swilson191]

I like hearing Dave speak. He's very well spoken and eloquent. Might have another career as a public speaker.

[@Arctific]

This is exactly the sort of rethinking of customer care that should happen. "No customer is statistically insignificant." Each one has a worth as a person and as a customer. Believe it or not, we shared this with a group looking at Medical Community responses to disaffected patients. The inference that a talented disaffected customer could utterly eclipse the cost of not fixing an blunder is huge. Consider the cost of not fixing the Taylor guitar vs fixing it early in the process.

[@zzzzzzzzzzzzz8864]

Dave have very nice voice.

[@believeintendcreate]

I love your song "Now" that I just listen to on the movie "My Greatest Teacher" with Dr. Wayne Dyer who just graduate from human form to spirit about a week ago. I will be following your singing career. Beautiful voice!

[@OhSoLiliana]

I think its so cool that they invited Mr. Carroll!

[@husseinsalha315]

Nice song .. he is right

[@georgehanson1658]

Excellent presentation! There are so many large companies that just don't care anymore, like they can just ignore you and it won't hurt them. I would like to be a thorn in the side of some companies that lied or treated me like dirt. Looks like my only satisfaction will be knowing that you did. Thank you!

[@carioca56]

He is a great speaker already.

[@TEXGLAM]

A man with savvy intelligence and good character. The world and corporate world needs more of that. People who lead with their hearts and good moral value. Talented too.Interesting that Dave sounds like a Texas songster. The song is NOT quirky. Kinky is quirky , Jerry Jeff Walker, JImmy Buffett write "quirky" songs.

[@loroverde]

What a great lesson for United!

[@sherryburrows882]

Dave rocks! I bet United wishes they hadn't broken his guitar and then stonewalled him. Great work!

[@MrTaroo1]

I REALLY DIG THIS CAT! Well done to you Dave Carroll. ;-)

[@dimitrimatsacos4031]

I used to work for QANTAS Airlines in Australia. We were shown the above clip as a cautionary tale. Sadly looking at a recent online video of Qantas baggage handlers throwing cases deliberately, the lesson has been forgotten. While employed at QANTAS, I suggested they put, inside random bags, an impact recording device with GPS location tracker, clock etc so we could pinpoint when, where, time, date and the severity of the impact but was shouted down immediately. At the time, about 6 years ago, there were minimal staff dedicated to baggage handling issues, particularly lost baggage, and taking calls about lost/damaged bags was an extremely stressful situation for staff and customers. I suggested we should look at the system used by DHL? , someone like that as they had an excellent record of minimal loss and must be doing something right. Again, I was shut down immediately and I gave up because I had been painted as a 'difficult' employee. It still annoys me greatly.

[@BryonLape]

The list of the top 5 worst customer service companies for 2014 is out. It contains one airline. Guess which one.

[@carioca56]

The audience does not think that this guy is that funny. Well, he is no Letterman, but he is Dave Carroll. Good on you Dave.

[@moiraatkinson]

Apparently the microphone is directional - someone who was there commented that the audience were laughing, but for us to hear it they would have had to laugh like hyenas for the mic to pick it up.

[@bamaguy50]

I like many others discovered Sons of Maxwell through his UBG song....After watching this video though, I am amazed with him as a person. As a musican, volunteer fireman and a small business owner, he has accomplished a lot by keeping his feet planted on the ground.

[@l.bradly4107]

This is awesome !

[@veramae4098]

Gosh, this is gonna haunt them forever. Good!

[@VoxLesPaul]

The transition from the video Dave to "live Dave" was cool and all, but the comedy bits in the video always spur a chuckle.

[@r.dyaravi5764]

What a beautiful human being

[@bluto2000gs]

Wow great job Dave.

[@johnhansen8134]

So awesome!

[@MauriatOttolink]

This guy is simply the best friend I never had! What a great man and as a pro Muso, I also love his music. And here we are years later, as predicted by Mr Carroll, seeing a totally innocent man, a bloody Doctor, for Chrissakes being treated like an IS terrorist in suicide vest because, even though he'd bought and paid for his ticket, was adjudged to be of less commercial value to United Arseholes. C'mon Wermacht United Arseholes.. Why didn't you just have the trouble-making customer, payer of money to your rip-off fraudulent scam, shot between the eyes? A bit of mopping up blood and throwing the paper towels and his body onto the tarmac could have had the kite up and away in the next take-off slot! If your company were on fire and I had full and painful bladder, I'd turn somewhere else before pissing on you.

[@FairytalePalace]

I just sit and smile. ...cause United Breaks Guitars!

[@caroltee2242]

And now there's almost 15 million hits on the one song. I still like to enjoy it from time to time, it's a great song. Of course now they also might have Walk off the Earth do a song about them throwing babies off planes!

[@t.m.7919]

Seems that United didn't learn much on the long term, now they drag passengers out of the plane instead of offering the maximum indemnization for overbooking, and break doctor's nose in the process.

[@alfreddwight]

You said something very interesting about record companies in between the performer and the audience. You have proved that we the people no longer need an intermediary to get to our audience no matter who that audience might be.

[@GeckoHiker]

This incident convinced me to never fly commercial again, on any carrier. We go by car, by train, by ship, and by chartered bus or plane. United makes Greyhound look good, which is not saying much.

[@rodgerharrison5911]

United really does break guitars. My beloved 1967 Martin 12 string guitar came off the plane with the head of the broken off at the top of the neck. Clearly the guitar had been dropped from the plane and had fallen a long way. This happened on July 31, 2015 and so far they are saying that they are not responsible. It was in a Martin hard shell case as well so that had to work hard to break it that badly. They are also still treating their customers like crap. What a bunch of boneheads.

[@cornucopia8591]

So sorry to hear that, Sir! Looks like we should buy another ticket and take guitar with us on the neighbour seat to keep it safe.

[@mermaid10x]

I discovered sons of maxwell today and here is am watching this. I hope united apologized but probably didn’t so they deserve what they get. This guy makes me glad we’re both Canadians

[@maxsmodels]

Dave Carroll terrifies the music business because he has proven that technology now allows them to be cut out of the monetary loop. He also stands as a cautionary tale to businesses across the globe that, as he closed with, any customer can become statistically significant.

[@artsdrive]

Class Act Dave!

[@moiraatkinson]

I recently found this song from a short posted on KZbin by someone (not Dave Carroll). I d/l it and have it on a playlist - I listen to it frequently and love the song ❤❤❤! Didn’t United’s share price drop as a result of this too?

[@jputterman26]

This is precisely what's wrong with the US. Too many companies have no clue what these two words mean: "customer service." Don't get me started on Pearle Vision. Please don't!

[@bashfulbrother]

Ok

[@adwood201]

Fair enough, I won't!

[@bigbro5793]

sorry, and what's with Pearle Vision?

[@jaynewman1821]

To Dave Carroll, your first video towards this unfortunate incident was the best. Video 2 & 3 was like your apologize to United, when it was their fault to begin with. I have never of such a thing. When I came back from Florida, my suitcase was broken, I went to customer service & the problem was solved. Those who were running United at that time were "penny Wise & Dollar Foolish". & because of their stupidity & disrespect towards u, u got a really good song out, then after they started losing customers, they then decided to help u, but the barn door was long since opened & the horse was gone, real stupid people. After hearing your published song, I'm sure a lot of people changed airlines, especially rock bands. Stupidity is always there.

[@czechmarque]

United Airlines; I was flying from Seattle to St. Louis with a stop in Denver. When we landed in denver at 9 am I was informed my 10 am flight was cancelled due to weather. While we were flying with reservations, we suddenly found ourselves on standby for the 11:30 flight. We were also informed there was a flight at 1:30 pm, 3:45 pm, 6:00 pm and 9:00 pm We asked, do you have availability on the 9:00 pm flight? "Well yes, there are seats availaboe on that flight, but let us try to get you on the 1:30 flight" We went back and forth and I said, "Look, book us on the 9:00 pm flight, we'll take a bus and explore Downtown Denver" "Oh, no, we can try to get you on the next flight out, Let Us try." They pushed and pushed. Long story short, after the MOST BORING day at the Denver airport, we flew out at 9:00 pm for St. Louis.

[@yihuiang3165]

It feels very unnerving to hear him talking about hoping that United would "respect property" when it is now apparent that United has a fundamental lack of capacity to respect people - their rights, dignity and even, lives.

[@15sixmedia]

Nobody else like this video. I find it just a fantastic coincidence that the likes on this video read 747.

[@HeartlandTuber]

This is very good advice to businesses based on an incident that illustrates the power of social media to communicate. I am reminded that this is the same reason totalitarian governments hate the openness and freedom of the Internet. Megacorps dislike its power for the same reasons. I am reminded of the business philosophy taught by the hamburger and milkshake magnate Bob Ferrell out in Seattle, "Just give them the pickle". Based on an actual incident, he understood no customer is insignificant.

[@user-nk6ie3vm3p]

Impressive

[@waynebrown7930]

i love this I USED to eat Mcdonalds all the time then one day i had bad customer service whilst i am unable to do something like what dave done i have decided never to eat there again and will badmouth them till the day i die

[@PAVANZYL]

Great song, I've looked at the video many times! Things go wrong. We all know they do. That, however, is not important. What happens next is what is important. . Dave, do let us know when you have that drink with Ms Irlwig!

[@deniseflahavin3031]

Aw, he sounds just like his video.

[@andy4an]

United still ranks last in on-time arrivals of the big 5 major carriers (only beating minor carriers, spirit and frontier). It also ranks 7th of the top 9 carrier for customer satisfaction. They've recently fired their CEO, and are in the news again for it! www.npr.org/2015/09/28/443089396/united-airlines-faces-steep-ascent-in-not-so-friendly-skies

[@tallthinkev]

All it takes is a company to say sorry. Job done!

[@williamsteinhour4876]

21.7 million so far

[@deezynar]

Did I miss something here? I sat thru the whole speech and never heard him say if United ever got back to him and paid for the damages. Also, he said Taylor called him, but he didn't say if Taylor gave him a new guitar, or a deal on fixing his broken one. Does anyone know the answers to these questions?

[@kenshinflyer]

United learned the hard way that crossing a talented songwriter is very, very bad for business.

[@bobdixon4998]

I really want to thank Columbia for teaching this. Jr and Sr high schools used to teach civics for a reason. It was a means of sponsoring ethics in America's youth. It should come back, and less of this would happen.

[@markwilliford4567]

"But he that is greatest among you shall be your servant." Matthew 23:11. Sad we've forgotten this..sad..

[@Thechaseface89]

3 people work for United...

[@Rfc1394]

People make misteaks; that can be understood. But refusing to acknowledge when you do worng and act like you have no responsibility for your errors and omissions is the worst form of bad customer service. (And yes, I intentionally misspelled all three words.) What do you mean, 'three', there's only two? Well, I'm willing to go the extra mile and take responsibility for words I didn't even misspell.

[@phillipabramoff7374]

Dude you hit the nail on the head. Mistakes occur. What makes "bad customer service" is the company not owning up to it, nor attempting to make it right.

[@jimcompton405]

time to promote you ! i know folks in philly

[@carioca56]

What a bunch of boors! Dave was fascinating.

[@Super1kc]

how to change a negative to positive outcome😎way to go

[@LoreleiEdwards]

Whatever happened to "The Customer is ALWAYS Right!" ???

[@vp4744]

That was a PR fad, which nobody ever believed though they gave you the impression that they did.

[@abehan]

hmm..flying with United out of Canada next week....fingers crossed!

[@bigbro5793]

leave your guitar home then)

[@bobdixon4998]

I'm glad Columbia is teaching this. But it would be nice if they also taught that cancel culture is a negative and toxic way to be. In essence cancelling someone is breaking their guitar as well as breeching they're constitutional right to free speech.

[@DeborahChapman902]

You are awesome. Keep going!!

[@kristinohlson5625]

But sadly, I don't think anything has changed in terms of United horridness. Had my own nightmare a few weeks ago.

[@WolfCoder]

And now United has gone from breaking guitars to breaking bones

[@viprthered]

It kinda made me laugh when they changed it from the music video to Dave singing

[@keithwetlesen9965]

United broke my Apple computer. It was just as precious to me as a Taylor Guitar.

[@avq5]

Now I have a second favorite Canadian musician, after Glenn Gould.

[@davidlipkin6489]

I'll never take my Taylor on a plane trip.

[@JustLinda1000]

Love this guy's video and his gang The Sons of Maxwell. My son was on an Air Canada flight to Peru. At the start of the 8 hr. flight the stewardess spilled a carton of milk all over him and he remained soaked in milk right throught to his undies for the long flight. They took his shirt to dry it in the back through the flight. As passengers walked to the back they thought a cave man was sitting there with his gut hanging out for the whole flight. They gave him 10% off his next flight.

[@Cougar139tweak]

I once agreed with this but after shipping guitars all over the place since first viewing this, you can't just shove a fragile acoustic guitar into a guitar case and expect it to be fine, you must bubble wrap and make sure the thing is secure and mail it to yourself or do the same and take your chances with your airline. Sucks but get insurance.....

[@fenderstratguy]

Like, 100x

[@amihogatai8432]

great speaker? it doesn't matter whether he is or is not a great speaker. he's a musician not a professional speaker. one speaks differently to an audience that comes to hear a lecture or keynote speech than one that comes to hear music. certainly, some have a natural ability with speech no matter the situation. however, what is important here is his message/story, how he delivers it is secondary.

[@wanboo02]

He is so funny.. buying his mother a sectional couch hahaha

[@capezyo]

Rsrsr...at the end Ms. Irlweg is very knwon after this

[@kuehn1953]

End music to the video by Dave Rogers Sextet????? You couldn't find something suitable in Dave Carroll's catalogue? For shame!

[@sewing1243]

Unfortunately the typical corporate memory is less than 5 years so it's probable that United's management and customer service has reverted to typical corporate bad habits.

[@elenazeledon2091]

What happened to Ms. Earwigg??

[@Guillenmp]

Do you want learn something about customer service?? You should watch this video... It takes 20 minutes, but it´s very interesting! Sure you´ll enjoy!! Best conferences come from "normal" people!! Quite funny!!!