Cultural Habits Of Southwest Airlines

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1.1.2. "Cultural habits" of successful consumer-oriented companies
In the quest to improve the customer experience and customer loyalty, it is helpful to consider the "cultural habits" of successful service organizations.
Cultural Habit #1: Delivering a great customer experience is a way of doing business – it is not just a program.
Southwest Airlines began at Love Field in Dallas. They became the "love airline" with the flashy flight attendants and the most entertaining flight experience. The President Emeritus, Colleen Barrett, has a favourite saying about Southwest Airlines: “We are a Customer Service Company; we just happen to fly airplanes.”
Companies who lead in customer service do not legislate it with policies and procedures – they
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New employees learn nine loyalty principles, some of which include: find the kid in everyone, do more with less, do what is right, and nurture the corporate family. At Southwest, employees are at the top of the priority pyramid; for this reason, Southwest focuses on delivering employees proactive customer service. Southwest believes that by doing this, employees will, in turn, spend their time trying to ensure the passengers, the second most important group of the pyramid, are getting great customer service,…show more content…
The company continues to lag in its industry in customer ratings, stock price and profits. Customer-focused companies measure service and sales, sometimes in unusual ways, and then share it so it is relentlessly applied to achieve better results.
1.2. Customer experience as a competitive advantage
The 2016 Digital Marketing Trends Report by Econsultancy and Adobe asked companies to indicate the single most exciting opportunity for their organization in 2016 – and for the third year in a row, the same answer came out on top – “Customer experience”.
In fact, companies who successfully implement a customer experience strategy achieve higher customer satisfaction rates, reduced customer churn and increased revenues. Furthermore, research by American Express found that 60% of customers are willing to pay more for a better experience. (American Express, 2011)
Customer experience is defined by interactions between a customer and an organization throughout their business relationship. An interaction can include awareness, discovery, cultivation, advocacy, purchases and service. 50% of customers use a company more frequently after a positive customer experience (Brookes,
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