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April 24, 2013

M&A bad for customer value?

by krm7p


The article above takes a very cynical stance on the impact of mergers and acquisitions on customer value.  While I agree that the customer is not always at the center of planning when considering an M&A deal, I do not agree that M&A is always bad for customers.  If you think about it, when two companies merge resources, they can combine best practices of customer relationship management in order to improve their customer service and enhance customer value.  While I realise that this is an optimistic stance to take, I am playing devil’s advocate against the idea that the customer always suffers as the result of M&A.

In particular, the article points to the American Airlines/US Air merger arguing that the customer experience will be different for an AA customer on a USAir flight.  While this is true that the experience might be different in the sense that the food might be different, or the seat that you’re sitting in could be slightly different, different isn’t necessarily bad.  Particularly when it comes to airlines, who are not known for having outstanding customer service as is, I find it pessimistic to say that a “different” customer experience is a bad one.

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