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Crushed Luggage Lands SouthWest Airlines Another Fan

When my 5-year-old saw his little red suitcase collapse at the Southwest Airlines terminal in Salt Lake City, he cried. It looked like it had been hit by a tanker, probably because it had. The plastic handle was torn off, the zipper was shredded, and possible tire marks ran across the top. Jack sobbed, “That was my favorite bag dad.” I felt bad, but a full day of air travel can be hard on anyone, especially a five-year-old, so I took the tears slowly. For me it was the end of our vacation and I just wanted to go home. On the other hand, my wife (who is more sensitive to the whining of a five-year-old than I am) decided to take him and what was left of his luggage to the baggage claim counter to see what Southwest Airlines could do.

10 minutes later my son showed up with a brand new bag, still wrapped in plastic. “That lady inside gave me this,” he announced “She said they didn’t have red ones so I picked blue.” A smile on his face and a quick wave from the friendly SouthWest agent behind the baggage counter ushered in an amazing 8 day vacation. I was happy that he was happy and I have been thinking about my experience with Southwest Airlines ever since.

I called SouthWest’s PR department this morning to share my story. Brad Hawkins, Communications Manager took my call, listened carefully to my story, and kindly answered a few questions. What I really wanted to know was why they replaced my son’s skinny bag with a new one. Honestly, Hawkins explained it to me. “We promised to provide a great experience for you and your family and fell short of those expectations. That’s why we’ve done everything we can to make it right.”

I argued that the cost of replacing the bag must have obvious short-term financial consequences on the bottom line. “True,” he assured me, “but building a long-term relationship with you and your family is our most important goal here at Southwest Airlines.” That sounds great in theory, but fewer and fewer companies are taking that relationship seriously. Today it’s all about fast money and automating as much as possible. Non-human technology is governing more and more of our human interaction and sometimes that’s just sad. In the rush to be the fastest, many have forgotten the art of being the friendliest. “We have guidelines to empower people to do the right things,” Hawkins explained “That’s the golden rule. Treat people the way you want to be treated.”

What started as tears from a tired five-year-old ended in a great family experience with Southwest Airlines. They seem to understand the benefits of our long-term business. Will it earn our repeat business? Absolutely. Does this attitude prevail in other successful companies like Southwest Airlines? That’s their mantra. There’s a reason companies like these continue to grow in a down economy. They understand what it takes to build a long-term relationship with a family that has a little boy who sobs and flies all day.

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