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NOTE FROM THE EDITOR
Southwest Airlines grew its Rapid Rewards loyalty program 35% year over year in its most recent quarter. That’s on top of impressive growth in the quarter prior.
“Across the board, every measure of engagement, every engagement that would point to whether the products are being accepted and were wanted by our customers are up, and they’re off-the-charts up,” CEO Bob Jordan said on an earnings call last week.
We’ll be talking to Nandika Suri, VP of Rapid Rewards at Southwest, about how the airline approaches loyalty during our live, virtual event on how to win and keep today’s consumer. Learn from Suri and other leaders by attending on Aug. 12. Sign up now to save your spot.
“We've been investing in every part of that end-to-end customer journey, from the in-store experience to our digital channels, to our billing, to our customer service,” CEO Dan Schulman said.
More than a year after drastic changes to its offerings, Southwest says its strong engagement proves customers met them with open arms. Revenue is following.
Everybody needs “to be heard, comforted, educated in times of high stress,” a Deloitte consultant said. Customers who are lower on the value scale need to receive the same excellent experience “or you're going to lose them.”
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