(CNBC) — United Airlines is training its employees in compassion.

The airline recently rolled out a new program called “core4.” Thousands of employees will go through an ambitious four-hour training session that aims to teach workers to be efficient (think on-time departures), ensure operations are safe and do it all with a smile.

Airlines face near-instant backlash from consumers as on-board incidents go viral thanks to ubiquitous smartphones.

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