CASE STUDY: Developing and Transforming Company Culture

Challenge

In 2017, United Airlines found themselves at the center of a controversy as they dragged a passenger, Dr. Dao, off a flight in a bloodied state. The subsequent inquiry found that United Airlines lacked a degree of care and consideration for passengers and a command and control culture. SGEi was asked to be part of a global team to transform the company culture and approach to service.

SGEi’s Solution

• SGEi found a lack of service behaviors and consideration being trained at all levels of the business. Care for customers was almost non-existent for non-passenger-interacting staff. As a result, SGEi developed the CORE4 Service culture to guide decision-making and incorporate the critical skills and attitudes that all staff must have to be customer-focused. Training was developed to introduce the new behaviors and skills. This training was then developed into the company orientation.
• In assessing the company culture, SGEi found a major gap in the skills and empowerment of approximately 5,000 frontline supervisors and managers. SGEi developed a series of workshops, training sessions, and communications to inspire and guide these frontline leaders on their responsibilities.
• An assessment of engagement found a lack of pride and engagement from staff across the company and world for the United brand. We put together a series of communication tools and materials, including videos, newsletters, podcasts with senior leaders, and marketing to reinforce the purpose, vision, and values of the brand. Over a three-year period, SGEi hosted workshops almost weekly in Chicago for almost 50,000 United employees to reconnect and celebrate the United brand while also educating participants on the changes.

Results

In 2017, United Airlines ranked next to last among major US airlines in terms of customer satisfaction. By 2021, United was ranked second and saw the biggest improvement in JD Power customer satisfaction.

“SGEi has consistently done a great job for us, and we’re lucky to have their continued support. Thank you for making a difference and impacting our frontline leaders in such a meaningful way.” —Aaron McMillan, Managing Director – Employee Development.