A disgruntled musician has scored a massive YouTube hit by writing a song about how United Airlines baggage handlers smashed his prize acoustic guitar, putting the US air carrier in a serious public relations pickle.
The Canadian musician, Dave Carroll, wrote the song after seeing his treasured instrument being thrown around by careless ground staff as he changed planes at Chicago O'Hare Airport en route from Halifax to Nebraska.
Carroll was left with a repair bill of around £740 and decided to act after the airline turned its back on his claim for compensation despite several months of emails, calls and faxes.
The country singer put his feelings into music with the song United Breaks Guitars and created a humorous video featuring his band Sons of Maxwell mocking the clumsy baggage handlers and the indifferent attitude of the company's service staff.
The little-known singer/songwriter has now found himself with his biggest hit song ever and seen interest in the band's catalogue of eight album's soaring.
While Carroll has been enjoying a string of news bulletin and chat show appearances, United Airlines has been counting the cost of global negative publicity that has contributed to a 10% slump in the company share price.
Carroll's act of revenge should provide a clear warning to the business community of how social media are rebalancing the relationship between customers and companies.
Previously, victims of poor customer service were rarely able to express their feelings beyond a few friends and colleagues, but with the advent social media consumers now have the power to voice their dissatisfaction to millions.
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