Southwest Airlines serves more than 126 million passengers annually and 121 airports in 11 countries, with no involuntary furloughs or layoffs. We have maintained an employee roster of nearly 72,000 people. In addition to its commercial and financial success, Southwest Airlines is also known for its excellent customer service. Southwest has built an impeccable reputation by putting customers first and ensuring employee satisfaction and financial security.
By adopting the right strategy for your business, you can adapt this model of customer service excellence to the needs of almost any industry. We explain why Southwest is successful as a company and customer service provider, and help other companies understand and implement Southwest's philosophy.
Southwest treats its employees well
Great customer service starts with happy employees. Southwest values its employees by supporting their individual decisions and providing quality benefits for all. For example, the company offers her 401(k) plan, in which he contributes up to 9.3 percent of an employee's eligible income, dollar for dollar. We also offer profit sharing plans, employee stock purchase plans, health and well-being rewards, and quality medical, vision and dental coverage.
In addition to benefits, Southwest also encourages professional development through our Career Mobility Center, which supports career advancement within the company through in-person and online classes, mentorship programs, and even advising sessions and interview preparation resources. The company also prioritizes giving back to the local community, encouraging and encouraging its employees to contribute to causes that are important to them.
Making your employees your brand advocates is your best defense against bad customer service.
Southwest is committed to superior customer service
According to the mission statement on Southwest Airlines' website, “Southwest Airlines' mission is to be dedicated to the highest quality of customer service with warmth, friendliness, personal pride and corporate spirit.”
Southwest outperforms its competitors in customer service
In its last study of the airline industry in 2018, Temkin Group compared nine U.S. airlines in terms of quality of customer experience (the sum of all customer experiences and interactions with a brand). A customer experience-focused strategy is built on the needs of each individual customer throughout the customer-brand relationship.
Temkin Group's research examines functionality (how well the experience meets the customer's needs), accessibility (how easily the customer can do what they want to do), and emotion (how the customer feels about the experience). We ranked each airline based on the following criteria:
Southwest Airlines received the highest score in the Temkin Experience Ratings published from 2011 to 2018 every year except 2015. In the latest rankings, the airline received the highest score in the aviation industry, with a score of 76 percent, 10 points higher than the industry. The average score was 66%.
Southwest Airlines has maintained a strong customer reputation over the years, even during a global pandemic and declining overall passenger satisfaction. According to the 2023 JD Power North American Airline Satisfaction Study, Southwest Airlines ranks highest for customer satisfaction in the economy and basic economy categories for the second year in a row.
How Southwest Airlines values customer experience
Southwest Airlines has taken the following key steps to prioritize customer experience:
- Southwest offers multiple avenues for customer support. Customer experience is no longer just face-to-face interactions and phone calls. It's now done online, through live chat, and more. In addition to multiple phone numbers for a variety of customer service issues, Southwest offers live chat (via mobile app), email, and a self-help resource center, giving you multiple touch points and opportunities to satisfy your customers. We offer
- Southwest adapts to meet evolving customer expectations. The airline has invested more than $2 billion to improve the customer experience. From improved real-time travel communications to baggage tracking and enhanced self-service options, Southwest Airlines is proactively responding to passenger needs to make travel more convenient and comfortable.
- Southwest empowers its employees. Southwest cares about its employees, and that means they care about their customers. By offering robust financial and wellness benefits and ongoing career development, Southwest teams can perform at their best and effectively support our customers.
Considering Southwest Airlines as a customer service case study can help other companies learn how to provide a superior customer experience and put customer service at the forefront of their mission and company culture.
How to provide great customer service
All businesses should strive to achieve Southwest's superior customer service. However, many of its specific strategies are tailored to the airline industry and may not work for your organization. Here are some additional ways businesses can implement to provide their customers with the service they deserve.
1. Respond to problems immediately.
There's nothing more frustrating than being on hold for an hour or more, especially if you've already paid for your product or service. Remember, your relationship with your customers doesn't end when money is exchanged. These relationships are long-term commitments and need to be cultivated over time.
If you don't have time to answer phones all day, consider having more agents or outsourcing your customer service calls. Ensure all customer service representatives and outsourced service agents are using one of the best CRM software platforms to ensure consistent and informed support . You can also streamline your communication channels and settings to respond to as many customer inquiries as possible. For example, you can easily set up a chat feature or FAQ page on your website to avoid phone congestion.
With so many options available to support your customers, there is no excuse to leave them alone when a problem arises.
2. Communicate beyond complaints.
Responding quickly to issues is essential to maintaining a high level of customer service, but it shouldn't be the only way to communicate with your audience. Starting a weekly email newsletter or using His X (formerly Twitter) as a customer support channel are great ways to stay in touch with your base.
A simple “thank you for thinking of us” goes a long way when a customer tags your brand on social media. This is a simple and inexpensive way to set your business apart as a company that truly values customer service.
Improve overall customer service with proven customer service metrics and KPIs such as Customer Satisfaction Score, Net Promoter Score, and Customer Effort Score.
3. Know your customers.
Customers love personalized experiences because they feel heard. However, to ensure a positive personalized experience, you need to understand your customers' wants and needs. Maintaining this mindset will help your customers trust you and your company in the long run.
Almost every customer service representative has some kind of script that they must follow, but there are also opportunities to deviate from the plan and personalize the experience. You can also ask your customers what they've been up to lately, why they chose your company, or just find a way to make them laugh. Your willingness to go the extra mile can be the difference between retaining and losing a customer.
4. Stay positive.
When trying to maintain a positive attitude towards your customers, developing a service persona can help. How you talk to your customers is sometimes more important than what you say. This approach allows you to connect with your customers on an emotional level. You'll understand their distinct needs and get a better understanding of their overall attitude towards you and your company. If you focus on positive thinking and a positive attitude, your customers are more likely to respond the same way.
Danielle Fallon-O'Leary contributed to this article.
