4
Understand What's Most Important to Customers
Dave Carroll is a musician from Halifax, Nova Scotia. In the summer of 2008, Dave and his band were traveling on United Airlines to Omaha, Nebraska, where they were scheduled to perform. While they were sitting at the gate for their connecting flight at Chicago's O'Hare Airport, Dave heard someone behind him exclaim, “They're throwing guitars out there!” Dave's eyes widened in horror as he looked out the window just in time to see his $3,500 Taylor guitar sail through the air and crash to the ground. When he arrived at the baggage claim in Omaha, he confirmed his worse fears: The neck on his beloved six-string was split in two.
Fortunately for Dave and the band, none of their other instruments ...
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