They need to leverage Rapid Rewards with generous promotions. Offer incentives to bring people back.It’s marketing malpractice that they do not tell people they offer more legroom, generally 32 inches of pitch versus 30 on competitors. Remind customers that they are a better experience in standard coach, and that’s not just the usual message about ‘bags fly free’.Operate reliably and communicate clearly to customers that they’re doing so.That’s more than just a one-off airdrop of points. But they need to invest in marketing to encourage customers to return to their channels. Covering expenses and handing out points is a first step.
I do believe Southwest will recover but they need to continue to take steps to reinforce customer confidence.
But if it’s one that’s widely held it could become one. To be clear that is not a well-founded fear. Then the reader then clarified, “I just wondered if they would go out of business with all the people threatening to sue, etc.”Īnd it struck me: you might not go out of your way to search them, even less so now, if you’re uncertain about their future. While there are no guarantees for any given flight, the holiday debacle isn’t the reason why a flight might cancel at this point and shouldn’t be a reason to avoid them. I started out with the obvious answer, that the reset of Southwest’s operation happened and the airline is back to usual reliability (for better and worse). Do you think it is ok to fly Southwest? Will they recover from this Christmas debacle? I was a little bit surprised by the reason why.
I had someone ask me on Friday whether they should even consider Southwest. Now they need to convince customers that it’s safe to go to their website, to even see their flights as an option. Southwest wants customers to go to their own website so they cannot compare. When customers go to Expedia or Google Flights, they do not see Southwest’s schedules and prices included in their options. JetBlue survived an operational meltdown that led to the ouster of founder Dave Neeleman. And they tend to book the cheapest option that will reasonably work for them. When customers search flights, they mostly see schedule and price. Southwest Airlines faces a problem in bringing back customers, and it’s unique in the recent history of airlines.
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