M1, Discuss HOW specific customer-focused strategies used by Southwest Airlines (SWA) help it achiev
This assignment will be looking at specific examples that SWA use to meet their objectives such as profit, sales, brand expansion, customer satisfaction, grow reputation, mission statement etc.
SWA use every day to be their appreciation day for all customers. Their customers mean everything to them so they are willing to go as far as it takes to get fully customer satisfaction. They claim to be customer service orientated company that happens to fly airplanes. Their aim is to make every journey experience as great one. (WSA) They certainly created a strong base of customer relationship, which helped them meet their goal of building up loyalty between them and their customers. Business repetition and add up to their ethical image/statement. Effectively met their customer needs by providing a service that they will like instead of business directly and only commercially orientated, doesn’t carrying about customer needs as long their main (fighting) p[purpose is done correctly.
Their extensive network allows them to serve more than 90 destinations witching US, Mexico & Caribbean. With more than 3800 flights a day they prove that best service creates demand for such businesses. They are expanding the business, increasing their place on the market share. Along with expanding destinations they increase the number of the customers. More customers means more sales and more profit.
Their transparency pf doing things differently in the SWA, makes them to differentiate from their many competitors. The example of that is every 1st & 2nd checked in bag/s are FREE. Personal belongings are essential for every journey so when they are low fare or even free attracts the attention of every potential airplane user. The unique selling point certainly keep the customer coming back (business repetition) and spend over and over which turns them into long term service users. They take advantage on their competitors and successfully meet their goal of being the leader in the most liked/preferred/used company.
We all come up to cancel or make small changes on our tickets which usually cost us £100-200 depending on type of change. Sometimes that can be half or even more than the total price of the ticket we bought. Is SWA they do not charge for such changes, they will be more than happy to help? Even when it comes to rebooking the ticket/changing the dates, the only thing they will ask for is to pay the fare difference between prices. However this is so acceptable comparing to other companies that charge solid amount of money for such thing. This activity helped them keep up the number of existing customers and warmly welcome the new one. The customers will be happy and satisfied which will make them invest even more and help the company boost sales.
Most companies today are offering collectable points coming up from every purchase. The points allow customers to get a free rewards, rewards for the loyal clients/preferential clients. Mostly, such kind of points have their expiry dates, and if that time passes off then they will not be valid and customers will not be able to enjoy them. This is not happening in SWA because their rewarding points are unlimited, no week or year can make them disappear. Loyalty is achieved from the both customers and SWA. Loyalty makes customers recommend the business and do free advertising.
Their flight tickets can be bought only from SWA official web site. Keeping it away from third parties help the low cost be as lowed as possible. Within the website can be found a Low Cost Calendar, helping all customers find low prices and plan ahead their journey. The mission to keep their low cost up to the bottom line, helps them reach to all range of people, however the best customer service make them be preferred even by higher class of customers. The theory says business segmentation helps the business focus on to one/two particular groups of customers but the above examples make it open to every group, from kits to old & from low class to high class of customers. They effectively met the goal of affordable price to everyone giving them the unlimited potential to welcome more and more customers on board.
The company, as many others offer subscription by email, which can help the business make all service users aware of the best deals on the market as well hotels and packaged holidays. With over 17 million travellers all of them are getting best vacations delivered straight to their email, they also successfully cooperate with other businesses and get percentage of the total. That helped the company raise profit and increase their business partners.
Today everyone can download SWA app which allows anyone to search and book flights anytime and anywhere. This is allowing the service users to make changes on their flights as well to track the status of the flight. The app gives a flexibility to those who do not have access to the pc. Such activity can increase the number of customers. Checking in, printing out flight tickets is not for everyone, there customers like me who just want to use their phone to check in and scant the barcode straight from their phone. SWA achieved the goal of saving time to its customers as well giving them flexibility of booking anytime and anywhere. This is how the company boost sales and increase their profit as well brought innovation to their business.
Along with the brilliant customer service, the company innovated eco-friendly airplanes that create huge space aiming to help every passenger feel and enjoy their journey with comfort. Comfortable journey is important part to all customers and SWA understands that very well. This helped them to ensure the full satisfaction of their service users. The eco model of their plains is very good ethical picture making the brand winning awards for it. Helping for the good brand reputation growth, which will make the brand easily recognizable from more people and that can bring even more/new customers.
Another part of their great customer service experience is on board entrainment. During every flight each customer can watch 18 live channels and 75 TV episodes and most importantly all free of charge. On the top of all every customer can buy On board internet for less than £8. This is a big welcome to all customers that cannot survive long time without social media. Increasing the demand for services provided makes the company achieve their mission statement of providing excellent customer service.
There are different alcohol products served on board along with full catering service. This is making the flight more comfortable for longer flights. Every customer is important and every need must be met this is why SWA is so successful on what they are doing. Providing extra drinks and food on board helps SWA increase sales and profit for every flight.
Conclusion: Every effort is rewarded, as much effort SWA puts into their customer services as much rewards are getting back from their customers.
Bibliography ----------------------------------------------------------------------------
SouthWest Airplanes web site 02/03/2017 www.southwest.com/html/travel-experience/index.html?int=GNAVFLYSWA