United Airlines failed to apply emotional intelligence to its social media management and will continue to suffer the consequences.
The recent #LeggingsGate controversy — in which a United Airlines gate agent refused to allow two young girls flying on friends-and-family tickets to board a flight because they were wearing leggings, which violated company dress code — really got our office talking. For one, many of us have young children, whose wardrobes consist mostly of leggings. But also, the incident is a great example for all businesses on the importance of emotional intelligence in social media management.
Emotional intelligence is the capacity to recognize emotion in others (and oneself), to discern between different feelings, and to label them appropriately. In other words, emotional intelligence is the ability to adapt behavior and communication according to feelings — either yours or those of other people.
Going online with emotional intelligence
It is easy to see the correlation between emotional intelligence and the workplace, where teamwork and communication are key to success. But also, companies need to understand the importance of emotional intelligence in social media.
In today’s day and age, prospects and customers are constantly sharing their thoughts and opinions online. This can be a huge benefit when tweets and posts are in your company’s favor. But what happens when the tables turn?
How you handle negative online comments says a lot about your brand. And, just as you would with an in-person customer complaint, bringing a little emotional intelligence to communication over social media is imperative.
Unfortunately, this is where United Airlines fell flat.
Where United Airlines went wrong
Sure, it was probably a bad decision on the gate agent’s part to block the girls from boarding. A passenger waiting at the gate began tweeting about the situation and how poorly it was handled — which prompted Twitter users to send hundreds of tweets to United Airlines complaining.
But the company’s cold response to the outrage is what really stoked the fire. Instead of apologizing, or even pretending to listen to what people were saying, United’s corporate social media account took on an air so… corporate. It coldly tweeted quotes from the company handbook. It flatly defended the gate agent and insisted the company had done nothing wrong. Technically true, emotionally unintelligent.
United Airline’s lack of compassion caused the incident to snowball and go viral. Well-known advocates, influencers, and celebrities joined in the chorus of voices speaking out against the airline. And while United gained absolutely nothing by its actions, it lost the support of thousands (if not hundreds of thousands) of potential customers, who will choose to fly with another carrier in the future.
What UA could have done differently
It is always important to show your customers that you understand their concerns and that you want to improve their experiences. United Airlines could have acknowledged the severity of the situation, told customers that it would review outdated policies, and made changes accordingly. Instead, United came across as a company that doesn’t prioritize their customers — or employees, really.
Understanding that the general public is scrutinizing every word posted to social media should help cultivate your company’s response to complaints. Responses should be timely and empathetic. People want to know that you are listening and they are being heard. And they want to know that they are spending their hard-earned dollars with companies that care about them.
Bring emotional intelligence to your social media management. Take the time to address any issues with compassion and understanding. Learn from United Airlines’ mistake, and don’t lose customers over the desire to be right when you could be empathetic instead.
Our series by MBA students and graduates at Peter T. Paul College of Business and Economics highlights some of the most pressing issues in supply chain management today.
A few years ago, the Wall Street Journal called supply chain management the “hot new MBA.” Many universities have been introducing related degree programs, majors, and concentrations in response to a growing demand for new hires with supply chain expertise. Graduates of these programs are heavily recruited by employers, which is helping to attract ambitious, young talent to the industry.
Fronetics had the opportunity to collaborate with some of these rising stars by inviting MBA students from the University of New Hampshire Peter T. Paul College of Business and Economics to author guest posts on our blog. They covered a variety of pertinent topics, from the Internet of Things and Big Data to pet food and Chipotle. Their pieces are summarized below.
In the coming weeks, we’ll be partnering with another MBA class at UNH to author a second series of posts covering some of the most pressing issues in supply chain management today. Make sure you receive our blog e-newsletter (sign up to the right) or follow us on social media so that you don’t miss out.
Steve Mondazzi writes about how the Internet of Things is now being used to improve factory workflow, increase material tracking, and optimize distribution to maximize revenues. Everything from turning lights on and off to security systems can be controlled from your smartphone, and that technology is moving to the manufacturing industry. Mondazzi examines Mark Morely’s theory that the IoT will impact the industry in three main ways: pervasive visibility, proactive replenishment, and predictive maintenance. He also explores hurdles to implementation — such middleware and a common protocol for businesses regarding IoT. Read article
Mikayla Cadoret focuses on the barriers to entry in the pet food industry. New brands have three options: manufacture product themselves, choose a co-packer who uses a private label, or choose a co-packer who will manufacture the food to the specifications of the brand. She discusses the challenges of those choices as well as high-profiles recalls resulting from co-packer error. She recommends strategies that companies implement to keep tabs on co-packers’ sourcing and manufacturing. Read article
Nicole Brooks explores Amazon’s mission to be earth’s most consumer-centric company. The e-commerce giant not only offers low prices, it also exceeds consumer expectations and shifts industry standards with benefits like same-day shipping. Brooks examines Amazon’s biggest technological assets, and looks forward to up-and-coming innovations like Kiva robots in warehouses, drones, Prime Air, and Amazon Business. Read article
Corey Ducharme discusses the traditional four-step problem-solving method and how it isn’t effective in solving needle-in-a-haystack issues resulting from limited business resources. Six sigma can address these issue with its six-step process. With the addition of an analysis phase, solutions become more effective, leading to better results and higher revenue for businesses. Read article
David Chadwick explores whether advances in radio-frequency-identification technology (RFID) will render humans obsolete in the supply chain. RFID could dramatically improve efficiency and accuracy in warehouses by reducing the need for human interaction. But it is uncertain to what degree this technology will be implemented in all aspects of supply chain management. Read article
Dario Cavegn discusses how increasing size and complexity of global supply chains open them up to increased risk. Supply chain disruptions can vary from insignificant to extremely threatening. But regardless of disruption size, supply chains can remain resilient with a business continuity plan, which acts as a road map to continue operations during or after a disruption. Cavegn outlines the development process from analysis to feedback. Read article
Josh Hutchins explores the limitations of big data. The real value lies in the analytics applied to the data. As an example, Solid Gold Bomb drove its prospering t-shirt business into the ground from an oversight and misapplication of data. Hutchins concludes that companies must have an intimate understanding of big data applications to avoid a similar fate. Read article
Michael Hickey discusses third-party logistics providers as a resource for a company’s operations arm. 3PLs offer an outsourcing opportunity for order fulfillment, inventory and warehouse management, as well as transportation of finished goods. But businesses should ask themselves these questions when determining whether a 3PL is a good fit for their needs. Read article
Sarah Hebert discusses Chipotle’s high-profile pork-supplier conundrum. The chain cut their pork supply by a third due to a supplier’s violation of their animal welfare standards. While this affected sales by 7-8%, Chipotle embraced the situation as a strategic PR opportunity. But behind the scenes, the company was scrambling to address long-term supply concerns associated with its rapid growth. Hebert asks, “At what point do you scale back the growth for the sake of maintaining brand integrity?” Read article
Connor Harrison discusses GM’s recall of 2.6 million vehicles. The company’s faulty ignition switches were linked to 13 deaths and 31 front-end collisions, but the company managed to contain the crisis. Harrison examines the root causes of the issue, including faulty ignition switches from GM’s supplier Delphi, a strained business relationship, and legal complications. Read article
Consumers will spend $18.2 billion on Valentine’s Day 2017, down from a record-high 19.7 billion in 2016, according to the National Retail Federation.
Did you purchase something sweet for your loved one to mark the special occasion this Valentine’s Day? You won’t be alone in your pursuit to find the perfect box of chocolates. According to staticsbrain.com, 47.5% of consumers celebrating Valentine’s Day 2017 will purchase chocolate or candy, and retailers will sell over 36 million heart-shaped chocolate boxes.
Connection between chocolate and Valentine’s Day
The history of the love of chocolate dates back to the Mesoamerican time, when it was viewed as a luxury item by the Mayan and Aztec upper-class elites. It wasn’t long until the popularity of the confection took over Europe and, centuries later, landed in America. Richard Cadbury created the first box of chocolates in 1868, and from there the commercialization of the treat grew. Chocolatier giants, such as Hersey and Russell Stover, have created a $98 billion industry.
Labor of love: chocolate and supply chain
When you purchase the little heart- shaped box of chocolates for Valentine’s Day this year, remember the labor of love that went into creating those delicious sweets. From the small cocoa farmers in Ghana and Côte d’Ivoire to the cocoa processors to the chocolate manufacturers and retailers, there are many hands that work together before the product reaches you, the consumer. These products — and gift-givers everywhere — rely on the logistics and supply chain industries each Valentine’s Day.
Valentine’s Day 2017 Infographic
Here’s a quick look at how U.S. consumers will spend — literally and figuratively — this Valentine’s Day.
Learn about LinkedIn’s makeover, the parade of apps joining the live video trend, and more social media news for supply chain marketers.
As part of our ongoing series informing supply chain marketers about the latest updates and trends on social networking platforms, here is the January 2017 edition of social media news.
LinkedIn gets a new look
If you’ve signed onto LinkedIn lately and noticed everything looks a little different, you’ve experienced the new LinkedIn. The latest version should make it easier to find new contacts, interact with connections, and write posts, but it may take some getting used to. Social Media Examiner’s What Marketers Need to Know guide can help you navigate all the new features and organization.
Instagram rolls out live video
Following the massive success of Facebook Live, Instagram has introduced a live broadcasting tool within its Stories feature, now available for all U.S. users. Live videos disappear after they finish running. Reportedly, the Explore tab will feature a “top live” section so users can browse popular broadcasts as they are happening.
Twitter adds live broadcast feature
Twitter, too, joined the live video game by introducing #GoLive, powered by Periscope. Within the Twitter app for iOS or Android, users can tweet live video, while followers on Twitter and Periscope can join, comment on, and send hearts to the broadcast. Read more
Facebook introduces Live 360
Facebook announced the impending arrival of Live 360 for all Pages and Profiles sometime later this year. Combining the experiences of live broadcast with 360 video, the new feature will “[transport] people into new experiences — right as they happen.”
Twitter will pare down Vine to Vine Camera
Contrary to previous reports, Twitter will not completely shut down the video app Vine, but instead dress it down to a camera app called Vine Camera. Users will still be able to create 6-second looping videos and post them directly to Twitter or save them to their phones. Read more
Instagram introduces Saved Posts
Users of the Instagram 10.2 app for iOS or Android are now able to save posts from other users in their own private collections. Instagram has added a small bookmark icon on the bottom-right-hand side of each photo, which allows users to pin that image to their Saved Posts board. This board is not visible to other users, but individuals can access their Saved Posts at any time. Read more
Regardless of Trump’s campaign promises, global trade and trade agreements are complex issues that can’t be solved with the wave of a tariff wand.
Trade was at the forefront of the 2016 presidential race, with both candidates putting the United States on a collision course with China. President-elect Donald Trump, of course, made massive tariff hikes one of the defining issues of his campaign.
In stark contrast to traditional Republican rhetoric, Trump vowed during his acceptance speech in July — while also promising to bring jobs back to Ohio, Pennsylvania, New York, Michigan, and “all of America” — “I am not going to let companies move to other countries, firing their employees along the way, without consequences. Not going to happen anymore.”
Although such language makes trade experts and economists balk, that line in particular earned the approval of both Democratic (72%) and Republican (61%) voters who listened to the speech as part of a focus group. If you have been directly affected by the manufacturing layoffs, it may be tempting to assume that waving the tariff wand and putting the screws on American companies will bring about a manufacturing renaissance in the United States.
The complex problem of global supply chains
The reality is, as countless experts caution, far from that simple, threatening instead to severely disrupt U.S. manufacturers that rely on global supply chains.
One of the bleakest assessments by Moody’s Analytics maintains hitting China and Mexico with tariffs of 45% and 35%, respectively — and assuming they do not retaliate with the same rates — would cause two million American workers to lose their jobs, throw the country into recession, and lead to another 1.5 million jobs never being created that otherwise would have been.
Besides the global implications of a trade war, imposing high tariffs on China, to which the United States sold $116 billion of goods in 2016 (including aircraft parts, semiconductors and automobiles) could have far-reaching consequences on the health of our high-value industries if China decides to hit back.
The law of unintended consequences
The law of unintended consequences was on display when the U.S. Commerce Department in 2012 slapped anti-dumping duties on Chinese solar panels after SolarWorld AG charged below-cost Chinese imports cost hurt the company’s U.S. production. In response to the 78% duty, China hit U.S. producers of polycrystalline silicon, the raw material for photovoltaic cells, with 57% duties.
As a result, a fast-growing industry gearing up to meet demand from Chinese solar panel makers took a significant hit. Hemlock Semiconductor in 2014 abandoned construction of a $1.5 billion new silicon plant, while REC Silicon in Moses Lake, Wash., halted production this year.
REC Chief Legal Officer Francine Sullivan commented in Fortune, the “necessity and value in putting on tariffs to protect solar panels in the U.S. was just not thought through. We’ve suffered enormous financial damage as a result of this.”
As I reviewed a variety of opinions for this piece, I came across two quotes that offer valid yet widely different perspectives on the issue:
First, here is Scott Paul, president of the Alliance for American Manufacturing, in Fortune:
“I don’t think [Trump] does our issue any favors by being so incredibly jingoistic and bombastic. But I believe there is widespread agreement. … There is something amiss with our economic relationship with China, and it’s past time that our government pushes back a little more forcefully.”
Secondly, Doug Oberhelman, chairman and CEO of Caterpillar and president of Business Roundtable, who has described higher tariffs as “very dangerous,” told the New York Times:
“We are 5% of the world population. Ninety-five percent of our potential customers are elsewhere. We’ve got to learn and figure out how to deal with that.”
Regardless of which viewpoint coincides with your own, it is safe to say trade and trade agreements are enormously complex issues that hardly fit into the narrative of populist appeal. An outright trade war will benefit no one.
The shortage of drivers paired with the continued growth of the trucking industry paves the way for driverless trucks.
This guest post comes to us from Rachel Everly, a writer for Cerasis, a top freight logistics company and truckload freight broker.
The trucking industry has been serving America for many decades, and even today it is the main method by which freight is transferred all over the country. Anyone who says the trucking industry is facing a decline or a reduced demand is way off the numbers. More large trucks are coming on U.S. roads, traveling more miles, and transporting more good than ever before.
We have seen more than 3% increases in the number of trucks, which translates to almost 11 million trucks. Also, trucks are still transporting 73% of almost all cargo weight moved in one year. With all these impressive numbers, surprisingly there is a shortage of drivers. That spells both trouble and opportunity for this industry.
Where is there a shortage of drivers?
The U.S trucking industry is facing a severe driver shortage. One estimate shows that around 48,000 drivers are required to move about 70% of freight.
To improve safety, in December 2015, the U.S. Department of Transportation’s Federal Motor Carrier Safety Administration (FMCSA) announced that driver hours will be recorded via Electronic Logging Devices by 2017. This becomes mandatory by December 18, 2017. This was introduced because the existing systems of time-logging are purposely made very complicated, thus not allowing one to check how many hours is a driver on the road.
This is being introduced to ensure that driver safety is not compromised, keeping fatigued drivers off the road. According to calculations, this will save 26 lives a year and prevent 562 injuries every year. Not just this, the ELD will save companies the hassle of paperwork, eventually leading the trucking industry to save somewhere around $1 billion due to reduced paperwork and time-savings.
However, this means reduced hours per driver, thus increasing the need for more drivers. Small trucking companies will be hit the hardest, but overall the industry will be in a better position thanks to this rule. It is estimated that this new rule would cost the industry $1.8 billion, but cost savings from reduced accidents and paperwork amount in excess of $3 billion.
The way to driverless trucks
Humans are amazing creatures, but we are prone to human errors. Human errors account for the majority of the road accidents. Plus with the new rule in, companies will need more drivers, adding to costs. Uber has been actively working on getting driverless trucks on the roads, with a project already started in Singapore, and now has turned its eyes on the trucking industry.
Uber has recently acquired the start-up Otto. Otto has made great inroads into driverless trucks. Otto currently has 6 working self-driving trucks, with plans to expand to 15. This year Otto is continuously running tests; trucks are hauling random items from the company’s garage to test how the vehicles respond to hauling weight.
The company is confident that soon they will be moving all kinds of goods for shippers. They have already started forging relationships with big names in the trucking industry. The self-driving trucks have shown that they can easily operate on highways, maneuvering off the open interstate is still a work in progress.
The following infographic outlines some of the benefits of driverless trucks:
