“Welcome aboard! Colleen Barrett”
…is the May title of the monthly column that Colleen, the President writes for the Southwest Airlines in-flight magazine, Spirit.
I am told I am one of Southwest’s most frequent fliers. For the last several years, they have rewarded me with a perk called a Companion Pass. My Companion (currently my son, in prior years my daughter) can accompany me for free on any Southwest flight I am on. Even if I am using an award seat. Been handy for all their chess tournaments).
But not once have I been greeted with
“Welcome aboard! Mr. Mirchandani.”
Happens all the time on Delta and other lines. Fact is once they collect my boarding pass at the gate, because of their open seating policy, Southwest does not know me from Adam. They know I am on the flight, just not where I am sitting. So no personalized greeting. Even for one of their supposedly best customers.
So, am I annoyed with Southwest? Heck, no, Because of what Colleen goes on to describe in her column. Since the DOT started compiling customer satisfaction ratings in 1991, Southwest has ranked number 1 every year except one. Since 1987, when the DOT started compiling ontime stats, Southwest has the best cumulative record. Also, since its inception, Southwest has never had a loss while delivering customers fair pricing.
A number of companies brag of elaborate CRM systems and processes, but have shoddy product, delivery, hr relations or economics. I would rather them improve their logistics, financial and people systems and process performance.
There is something democratic about Southwest’s nonchalance about CRM data. I feel like an anonymous food critic who goes about his business without being fawned over.
I must admit, it would be nice to see Southwest someday soon greet my son with
“Welcome aboard! Tommy Mirchandani. Enjoy the XBox 360 with our compliments”
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