United Airlines (NASDAQ: UAUA), US Airways (NYSE: LCC) and American Airlines (NYSE: AMR), according to an influential analyst, have run out of options. Jamie Baker of JPMorgan said in a July 20, 2009 report that these companies couldn't do anything to prevent a cash crisis. They only savior available to them would have to be an outside investor. To call the position grim would be optimistic. Unfortunately, it couldn't have come at a worse time.

As Baker was walking the bear into the airline industry, United was starting to celebrate its change in direction. The carrier has improved its on-time rate, according to a USA Today report, and its operations are coming around. Despite the fact that the airline industry has been brutalized by the global recession, the airline has made some progress. Through August, the company's share price doubled, and its ascent has continued in September. So, the company is locked in an ongoing struggle to manage its identity, cope with its past and shape how the world sees it today.

The operational "makeover" has resulted in a reduction of its fleet from 601 jets in 2000 to 386 as of the summer of 2009. In terms of passenger traffic, it's in the #4 spot in the United States – trailing Delta (NYSE: DAL), Southwest (NYSE: LUV) and American. With Q2 revenues off 25.2% year-over-year, however, drastic measures are still necessary.

In 1997, Greg Gianforte started a new-fangled software company called Right Now (NASDAQ: RNOW) to help companies improve customer relationships. It proved to be great timing, since the internet was just beginning its surge.

Over the years, I've had a chance to talk to Greg, who always has great insights for entrepreneurs. Now he has a new book: Eight to Great: Eight Steps to Delivering an Exceptional Customer Experience.

It's a quick read, easy to understand and has lots of case studies focusing on companies like eHarmony, TomTom, Nikon, and so on.

The theme of the book is straightforward: "providing an excellent customer experience -- the sum total of a customer's interactions with an organization -- can be the single best way to set your company apart from the competitors."

OK, so what are some of the things you can do to help improve customer service?

Sprint (NYSE:S) often shows up in customer services surveys as one of the least respected companies in America. That has caused a number of its cellular subscribers to drop service and take their business elsewhere.

To try to win back customers, Sprint's CEO is even going on TV. According to The New York Times, "In the commercials, Mr. Hesse asks customers to e-mail him with complaints and to give Sprint another chance." Daniel R. Hesse is Sprint's new top man.

Hitting the airwaves with a new message hardly seems worth the time, or money.

Sprint may be able to get some customers back with its new Samsung Instinct phone, which has gotten good reviews. But, there is no evidence in polls about how subscribers view the company to indicate that the firm has become a symbol of an American cellular provider with happy customers.

Fix the problem. Stay off the tube.

Douglas A. McIntyre is an editor at 247wallst.com.

Apple Inc. (NASDAQ: AAPL) Chief Executive Steve Jobs has a funny of showing he's sorry. has limits on his generosity.

The $100 merchandise credit that Jobs offered last week to consumers outraged by the $200 iPhone price cut came with a catch: people can't use it on the popular iTunes service, according to Bloomberg News. (Update: After that initial report, Apple said that the information on its Web site was in error. Users won't be able to add the credit directly to their iTunes account, Bloomberg says.)

My guess is that Jobs wants people to use the credit for new Mac computers, iPods or to buy their friends a new, cheaper iPhone.

Now, despite what people wrote in response to my last Apple post, I actually am a fan of the company. The iPod is one of the greatest technological gizmos ever invented even though my particular one drives me bonkers from time to time. I'm even trying to convince my wife to buy a Mac.

Though Apple does have a right to place limits on its offer but prohibiting customers from using its most popular service is baffling. it's needs to make sure that a similar mixup doesn't happen again

Back in early July, there was a brouhaha over Sprint's (NYSE: S) decision to terminate roughly 1,000 subscribers because of persistent calls to customer service (the average was about 40 to 50 calls per month).

But isn't the customer king?

Maybe so, but there are some customers that can wreak havoc on your business. For example, there always seems to be some people who pay late (or not at all). At the same time, they keep demanding more services and changes. Such customers can eat up lots of resources and drag down the performance of your business.

True, with some customers it might be smart to put up with their bad behavior, even if you must take a loss on their business. This can be the case when you want to land a marquee name. In this situation, a troublesome customer can be worth the price if they provide a boost to your credibility and a reference for future business.

But this is the exception. Basically, to run a profitable business, it's critical to be rigorous on the return on each customer. Simply put, there are some customers that are not worth it.

Many years ago, one of my professors gave a design lecture which he titled I love hardware stores. In it, he presented various building elements that were off-the-shelf items that could be used to create (what he thought was) a particularly appealing aesthetic. He offered this theme as contemporary yet rustic, detailed yet simple, and very accessible to all.

After writing three stories on The Home Depot(NYSE: HD) recently, I feel that unlike many posts, a real dialog has been created between writer and reader, and people have brought up many issues that would be worthwhile for Home Depot to take note of -- not just offer up lip service, but really take to heart.

MSN Money has released its MSN Money-Zogby poll of the "Customer Service Hall of Shame," which ranks the top 10 companies with bad customer service. Here are how the results came in, with the name of the company and the percentage of respondents who rated the service as "poor:"

1. Sprint 40%
2. Bank of America 30%
3. Comcast 30%
4. Time Warner Cable 29%
5. AT&T 26%
6. CitiBank 24%
7. Wal-Mart 23%
8. Verizon 22%
9. Wells Fargo 21%
10. DirecTV 20%

As I saw the results, I was also reading a wonderful new book called The Best Investment Advice I Ever Received. Dr. Bob Froehlich of Deutsche Asset Management recounted this quote from James Walton, the son of Wal-Mart (which is, ironically, number 7 for poor customer service) founder Sam Walton, talking about the importance of customer service:

"You know what people don't get? They don't understand the fundamental relation between a profitable company and a company with great service. Most investors don't look at this correlation, even though it's the leading indicator of a profitable company. Instead, they are too busy looking at price/earnings ratios and balance sheets, but at the end of the day if you can find those companies and industries that are really focusing on service, you watch what happens five or six years later. Good service is the best indicator. It is a qualitative way to look at companies and investment opportunities unlike anything else you tend to see.

I think that James Walton's words may be a bit of an exaggeration -- some companies, possibly including Wal-Mart, are so strong in other areas, or so entrenched, that customer service may no longer be so important for them. But if Walton was right (I suspect in many cases he is), investors may want to avoid the Hall of Shame.

In a move that is down-right American, Sears stores (NYSE: SHLD) are going the extra mile for our men and women in the armed forces. It was reported to me that not only is Sears gladly meeting the legal requirements to hold open and available the jobs temporarily vacated by individuals who are called into active military service but they are proud to go above and beyond the call of duty. Sears is voluntarily paying the difference in salary and maintaining all benefits including medical insurance and bonus programs for a period of up to two years for their reservist employees who are called into service. I myself will happily drive ten miles beyond a Wal-Mart store (NYSE: WMT) and joyfully risk paying slightly higher prices to deal with a company that treats my soldiers like that.