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My Conversation with Kevin Smith

LindaRutherford
Employee
Employee

I had the chance this afternoon to speak directly with director Kevin Smith. I let him know that in my 18 years here at Southwest, I have never dealt with a situation like what has been unfolding in the last 48 hours. I let Kevin know we have refunded his airfare. I told him we made a mistake in trying to board him as a standby passenger and then remove him. And I told him we were sorry.

 

 

Now, 48 hours later, after talking to many involved, we know there were several things going on that day and that our Employees were doing their best to get his flight out safely and on time, including finding seats for everyone and trying to accommodate standby passengers. The Captain did not single Kevin out to be removed, but he did ask that the boarding be completed quickly. At that time, our Employees made the decision to remove Kevin after a quick judgment call that he might have needed more than one seat for his comfort and those seated next to him. 

 

 

Although I’m not here to debate the decision our Employees made, I can tell you that I for one have learned a lot today. The communication among our Employees was not as sharp as it should have been and, it’s apparent that Southwest could have handled this situation differently. Thanks, Kevin, for your passion around this topic. You were a reasonable guy during our conversation.

 

 

Southwest, like most carriers, has a policy to assist passengers who need two seats onboard an aircraft. The policy is an important one for the comfort and safety of all passengers aboard a plane, and we stand by that 25-year-old policy. This has our attention, and we will be reviewing how and when this delicate policy is implemented.

1,803 Comments
Anonymous3762
Explorer B
Oh hey, "Reality Check"! How do you like working for SWA?
Joel_Hoekstra
Explorer C
Linda, I'm sure you meant well but it's definitely not the apology that I would think Kevin Smith would was looking for. In fact he doesn't want an apology he wants the Truth put out to the public, and to us, the other potential customers who have to be worried about getting kicked off a SouthWest flight just because they're bigger than what SouthWest deems a perfect human. As of now, never will I or my family every fly Southwest airlines. Joel.
Joe21
Explorer C
I won't fly southwest now for fear of being kicked off your flight. You should change your name to Skinny Arse airlines if you insist on making your seats and rows tiny. You can be the airline for little girls. Have you ever seen NFL football players, none of them would be able to sit in your seats, and these are athletes in their prime (ok, maybe some of the kickers would fit). You just want to fly midgets around, that's great. Please publish the size of a person you design your seats for, so the rest of us know to use a different airlines.
Sabrina
Explorer C
You know what I wish? I wish people would stop being assholes and pretending fat people, or "people of size" if you prefer, are sacks of stupid lard without feelings. There is such a thing as weight gain due to an uncontrollable medical condition, and by ignoring this and the emotional conditions that can be the root of weight gain, it makes it seem like all fat people are this way out of pure stupidity and laziness. Even people who don't have a medical condition may have deeper emotional issues, so do you want to be the one publicly humiliating a fellow human being just because that person doesn't have your lucky good health and your self-confidence? Are we really living in a world were so many people can dismiss another person's feelings just because they're fat? Are you all still high school bullies who can't tell the difference between harmless pranks and cruelty?
Anonymous244
Explorer C
To hell with the fat. People are starving. I say feed the fat to the starving. Problem solved. To hell with Mr. Smith and his attempt to go to Wasington. We don't need fat people there.
Anonymous1895
Explorer C
This does not have to be a contentious issue. Kevin Smith was not too big to fly in a single seat, and Southwest made a mistake. Apologize for it, admit you were wrong, then shut up. The size policy is simple as well. The airline is selling a certain amount of space on a plane for an certain price. If your body is unable to fit in a single seat - which is the amount of space a single ticket purchases - then you have to buy more space. It's not about feelings or dignity or losing weight or discrimination or anything else. It's about a transaction. If you went to Burger King and ordered a Whopper, you get a Whopper. You don't get a side of fries for free, even if you're so hungry that you physically need them. You don't get extra value for the same amount of money because of your lifestyle, habits, or personal situation. Fat people are quickly becoming one of the most frequent groups to try to deny that basic principle of business. They need extra space on planes, special carts in the supermarket, special treatment at the doctor's or the movies or anywhere else their girth makes things difficult for them. It doesn't matter anymore if you have a serious disorder that makes you large or if you're just a pig. You're big, and therefore entitled. The only appropriate response to that mentality is: No. You are how you are and the world is how it is. Part of life is dealing with that. Think about those with real handicaps for a second. We don't give blind people much more than some braille on elevators. Deaf people hardly get 5 channels on TV that consistently caption programming. Less than half the country is accessible via a wheelchair. And you want special treatment on the airplane just because you're fat? No.
FatBastard
Explorer C
So you skinny or regular weighted people don't want to be infringed upon when you're sitting next to a fatty like me. So what about that douchebag who leans his or her seat ALL THE WAY BACK making it impossible for me to use my laptop or even read a book on a flight? That's cool right? Please. You all are inconsiderate bastards. Sure I could lose weight, but not in the time between booking and taking a flight. You people could keep your seat forward at all times.
Anonymous2100
Explorer C
Wow. I just read this: http://silentbobspeaks.com/?p=393 Southwest, Linda: Do better. Just do better. You're ridiculous.
Anonymous463
Explorer C
Kevin Smith is gross and needs to get a life - he's doing all of this to promote his upcoming movie and in the meantime is slandering a reputable airline -- which is very, very TACKY. what an idiot. Buy two seats if you need to --- end of story. Southwest is handling this professionally and humbly - AS ALWAYS! thank you Southwest for being such an honorable airline and handling tough situations with integrity, grace, and humility.
Anonymous2911
Explorer C
I am not overweight now. I'm in my early 20's. All I have to do is look at my family though, and I realize that by the time I'm 50, I'm going to be. I've watched my mom do everything she can to avoid gaining that weight, and nothing works. Eating well, regular exercise, outdoor activities: nothing. Not Weight Watchers, not Curves, not anything. I figure she's in better health than any thin person her age who thinks their profile alone makes them healthy, but our mindlessly fat-hating society has her thinking otherwise. Thank you, SWA, for confirming her self-hate.
Anonymous811
Explorer C
All I have to say is Wow! How can this happen to somebody? How embarrasing for Kevin Smith! In my opinion, He is not that fat. I have seen much, much fatter people. If he paid for 2 seats he should have been able to fly on that plane! You should be ashamed of yourself SWA! He should have sued your @ss!! I know I would have. You are going to lose all your "fat" flyers because of this. I know I, myself will never fly on your airline again. All you people who responded and said good for you SW, your all uppity, full of yourself people and I hope you all get FAT!!! So fat in fact that you cannot fit in 3 seats! Kevin Smith, if you read this ever, YOU ROCK! We love your movies. We hope you keep bring us more awesome stuff!
Anonymous3824
Explorer C
I'm never flying SWA again. You guys really need to do better than just say you will review how and when your policy is enforced. You need to find a clear way to unambiguously impose such standards so that people don't feel socially ostracized. Oh and quit it with these half-hearted apologies... The fact that you try to make light of serious issues with blog posts with titles such as "not-so-silent Bob" just makes you look worse.
Rusty3
Explorer C
Thank you Southwest!! I fly all the time and greatly appreciate you looking out for the comfort of ALL your passengers. To me, this is not a discrimination issue...it's a passenger comfort issue. Just like airlines stopped smoking on planes because it effected EVERYONE, overweight passengers need to be controlled too because they don't just effect themselves, they effect everyone that has to sit beside them too...Kudos Southwest Here's some news for you Southwest. I went to Kevin Smith's blog about this incident: http://smodcast.com/smodcast/smodcast106.php#c5t_form I posted my agreement with Southwest Airlines and gave my opinion about it on his blog. Not only did he erase my comments, but I tried posting again and he had blocked my IP address and I can not post. He is controlling the flow of information on his blog and is not allowing a free exchange. It makes it look like everyone that comes on there is in agreement with him. He is being deceptive and that is a sign that he knows he is wrong. Please fee free to contact me directly as I would like to share this with you in full detail.
Anonymous318
Explorer C
All of you anonymous commenters (Smith's fan-trolls) who say you'll never fly SWA again - I bet you will. Maybe not for your next flight, but you'll be back. Once you realize it's not fun getting slapped with bag fees, change fees and reservation fees, you'll be back.
Anonymous553
Explorer C
lol @ at the fat people descending on this forum and lowering the post rating (and spam posting what appears to be a generic reply). Never mind these inconsiderate types, Southwest. You did the right thing. In fact I don't even think you should have apologized!
Anonymous2100
Explorer C
Wow. I just read this: http://silentbobspeaks.com/?p=393 Southwest, Linda: Do better. Just do better. You're ridiculous.
Anonymous1895
Explorer C
This does not have to be a contentious issue. Kevin Smith was not too big to fly in a single seat, and Southwest made a mistake. Apologize for it, admit you were wrong, then shut up. The size policy is simple as well. The airline is selling a certain amount of space on a plane for an certain price. If your body is unable to fit in a single seat - which is the amount of space a single ticket purchases - then you have to buy more space. It's not about feelings or dignity or losing weight or discrimination or anything else. It's about a transaction. If you went to Burger King and ordered a Whopper, you get a Whopper. You don't get a side of fries for free, even if you're so hungry that you physically need them. You don't get extra value for the same amount of money because of your lifestyle, habits, or personal situation. Fat people are quickly becoming one of the most frequent groups to try to deny that basic principle of business. They need extra space on planes, special carts in the supermarket, special treatment at the doctor's or the movies or anywhere else their girth makes things difficult for them. It doesn't matter anymore if you have a serious disorder that makes you large or if you're just a pig. You're big, and therefore entitled. The only appropriate response to that mentality is: No. You are how you are and the world is how it is. Part of life is dealing with that. Think about those with real handicaps for a second. We don't give blind people much more than some braille on elevators. Deaf people hardly get 5 channels on TV that consistently caption programming. Less than half the country is accessible via a wheelchair. And you want special treatment on the airplane just because you're fat? No.
Anonymous3762
Explorer B
Hi Rusty! How do you like working at SWA?
JAM
Explorer C
Sounds like there may have been some overreactions from both Kevin and SWA Employees at the time, but from Linda's comments, seems like things have been reasoned out between them. All of us have, in business or personal situations, made a quick-decision or blurted out something we wish we could take back. And those were some hard life-lessons to learn, but we all move on. So let's all take a deep breath, trust that Kevin and SWA will work it out amongst themselves, and get back to our real lives. What I know about Southwest is that this will serve as a great opportunity for any reviews, changes, and training. It's the best airline in the air! And just for the record, I don't like being squeezed in with any customer of size unless it's my husband!
Anonymous2835
Explorer C
I've read Kevin's version. I've read yours. Yours is not very compelling. If I'm on the jury, you lose. Some sad spin-doctoring from a company that operates their airline like a flying bus—mind you, a bus apparently driven by Stalin. I have two flights booked with Southwest this spring, then, God willing, I'll never have to fly with the likes of you again.
Anonymous2768
Explorer C
Rock on Southwest! All of you saying you won't fly SWA again are nothing but gullible lemmings. Kevin Smith isn't upset about what happend, he's elated. He's using his obesity to promote his new movie, just like he did last time. Don't believe me? Google his name and toilet seat. Also, all the posts on here with a link to the "truth", who do you think is posting that crap? Wake up people. You are being used in a pathetic attempt to drum up free publicity. He's using you all to create a stir that keeps his name in the news. Linda, you and your PR team rock. Don't apologize. There's nothing to apologize for.
CSB
Explorer C
I have no idea whether Kevin Smith can fit into one seat comfortably or needs two so I won't comment on who is right or wrong on that front. What I do blame Southwest for is the way they handled this situation. If he was too large to take up one seat then it should have been noted and taken care of BEFORE he got on the plane. Subjecting someone to humiliation once they have boarded the plane is unnecessary and either speaks to the poor training of Southwest staff or the poor policy that the airline has. I actually have no problem with the airline implementing a policy on size but it has to be fair and handled with dignity. Clearly someone dropped the ball here. I also have to say that the way that Southwest has handled this is a perfect case study for what NOT to do. This latest attempt by Southwest comes closest to redemption but they really should have done more up to this point to nip the media storm in the bud. They seemed more intent on being right than admitting that they might have erred in how they handled it. Shame on Southwest. I am not too large to fit into a seat but I will be looking at other airlines for my future flights based on how Southwest has chosen to deal with the situation and their customers.
Anonymous3510
Explorer C
Southwest Air is garbage along with that apology. I personally will never fly SW again, for this and many other reasons. Considering that over half of the United States is considered "fat" in 2010 your 25 year old policy is grossly outdated. For all of the ignorant individuals making "fat" comments and applauding SW for keeping "fat" people from spilling over into your seats, your idiots and chances are you will find yourself in a discriminative situation one day... but that's just karma!
Scott41
Explorer C
try to remember , that customers service is your first priority, not who was right or wrong, and after hears both sides, i feel you could have handled it better, whatever policy is in place, human decency need to play a part, and the conduct of your employee's need to be reviewed, there is a way to do what needed to be done, without making him feel he was being discriminated against, my mother is a larger woman, and if she was treated like that, you all would be looking for employment after the lawsuit.
Ian1
Explorer C
That truly is a very slap in the face apology. While Kevin Smith isn't the thinnest guy in the world he is no bigger than many people I know. And you "apology" insinuates that he is indeed very fat and couldn't fit in the seat without actually coming out and saying it. try less PR speak and just say the truth. SW messed up and will try and make sure this won't happen again. If he was so fat why didn't you do something at check in? Perhaps SW should start weighing and measuring people before they head through security?
Katie13
Explorer C
Ms. Rutherford, that was horrifying. I know you have to do your job, but I'm embarrassed for you. That wasn't an apology or an admittance of any wrong-doing. From what I understand, SWA was completely in the wrong and treated Mr. Smith abhorrently, as well as another passenger on another flight he was on. How sad for you to be the one having to defend this. I know I will certainly not fly SWA again.
Rusty3
Explorer C
@Sabrina: This isn't about your feelings...I'm sorry you feel bad. This is about my comfort. If you have a health condition, I'm sorry...but that is not the issue. The issue is that, regardless of WHY you are overweight, I am made to be uncomfortable because of that condition. That is not fair and you should have to buy 2 seats. If you aren't traveling, your size is of no importance to me. But the minute you step onto a confined space like an aircraft, I have rights too
Kempton
Explorer C
I expected better from South West. What I saw from this situation is a disappointing South West that is an embarrassment of the excellence that your brand USED TO mean to me. The damage to your brand in the last many hours will take years to recover in my mind. Sure, Kevin might have readied to move on. Many people, including me, are NOT ready to move on. Reputation takes years to build and only take hours to tarnish for ever. This incident will forever be in the history of SouthWest as how it failed spectacularly. If SouthWest thinks that since Kevin is dropping this and is not suing, that means the end of this mess, well, SouthWest is even more clueless than I thought.
Anonymous3762
Explorer B
They don't want special treatment. They want the same treatment as everyone else. Which they obviously are not getting. The only people getting special treatment are the thin people.
Anonymous811
Explorer C
And you want special treatment on the airplane just because you're fat? No To whoever made that comment: You want special treatment on the airplane because you are thin? No That is what you are saying. You do not want fat people to ride on planes for your comfort. Are we not all entitled to comfort? Fat or thin, tall or short, we are all the same inside and we all deserve to be treated equal. I cannot believe how horrible some people can be. I need to stop reading about this because it makes me very angry.
Paul_Gray
Explorer C
I am a smaller than average sized person, no airline including Sloth West has ever offered me a refund for using less space, increasing safety or using less fuel. Your industys planes are D*mned uncomfortable for people of all sizes, average sized people impinge on my space all the time. This issue does not come down to "fat people", it comes down to Soth Wests not giving a whoop about it's customes basic human rights, fat, thin, tall or short. I'll never fly your metal tubes again and I'll push to have your arline removed from every terminal it has. You didn't just handle this bad, you've handled your business bad and we all pay the price for it each time we enter any airport in the country. Kevin Smith is high profile but the unknown people you punish daily on your airline should suffer no more. It starts with South West today, the rest of the industry should take warning... the flying public has had enough.
Anonymous163
Explorer C
Skinny people should fly southwest. Fatties should fly the better airlines like Jetblue and Virgin America that have much more room anyway. Noted.
DAGindi
Explorer C
Bravo Southwest!! Hopefully the other airlines will wake up and start enforcing this as well. Enough of this PC crap at the expense of others.
Anonymous3762
Explorer B
Wow, lots of SWA employees showed up. You can tell when it's a customer versus an employee because the former doesn't lick the company's ass so much.
Anonymous4599
Explorer C
Whether Kevin Smith or any other fat person is a safety issue isn't the problem here. The problem is that you kicked him off the plane. That is very embarrassing, and this is coming from a 100lb woman. This should have been taken care of before he boarded. You can solve any question in the future by having two mock plane seats in the terminal. If the person does not take up two seats, can buckle up, and have the arm rest down, then he is fine to board.
Anonymous2121
Explorer C
Wow. I'm not a huge fan of Kevin Smith, but after reading this, I guess I have to say that free bags or not, I'll never fly Southwest - because if you have a policy that employees can fall back on to discriminate on people based on a perception, then what's next? Color? Odor? A general uneasy feeling? What about someone who is skinny but wears large, flowing, voluminous clothing? What about someone who hasn't showered in four days? What about someone who bought two seats just because he's more comfortable that way, and then you figure "well, he'll get us some free publicity..." I won't be using your airline any further. And I'll be recommending that no one I know use you, either, because of these "policies" you can arbitrarily "invoke" because you feel like it. Not that anyone's going to read my comments, but I'm glad I've gotten this off my chest.
Roger1
Explorer C
Good job SWA you did not use profanity unlike Kevin. I have flown next to fat people and it's not fun.
Anonymous3762
Explorer B
Because it deserves repeating: "I am a smaller than average sized person, no airline including Sloth West has ever offered me a refund for using less space, increasing safety or using less fuel. Your industys planes are D*mned uncomfortable for people of all sizes, average sized people impinge on my space all the time. This issue does not come down to "fat people", it comes down to Soth Wests not giving a whoop about it's customes basic human rights, fat, thin, tall or short. I'll never fly your metal tubes again and I'll push to have your arline removed from every terminal it has. You didn't just handle this bad, you've handled your business bad and we all pay the price for it each time we enter any airport in the country. Kevin Smith is high profile but the unknown people you punish daily on your airline should suffer no more. It starts with South West today, the rest of the industry should take warning... the flying public has had enough."
Anonymous3625
Explorer C
I love Southwest Airlines and I feel that Kevin Smith was NOT owed an apology, a refund, or a $100 voucher! if it weren't Kevin Smith, would the same have been done? I have no bias against large individuals, but for the safety of that passenger as well as the comfort of other passengers, the rule should have stood without apology. Too often on other airlines, I have been sandwiched between large individuals...I am 5"2" and 105 #. Smith should not have felt he deserved special treatment. This is very disappointing for me to see Southwest take this position. I realize you are big on customer service, but what about the people who have to sit next to this guy? What about their customer service? If anything there is a bias against smaller people. A 210# passenger has the same luggage limits as I do, and if I am even 2 pounds over on my luggage weight I have to pay extra, even though my body weight is half of that passenger. So why shouldn't you enforce your two seat rule with Smith? He obviously knows the rule as he abided by it before. He knew that flying standby would only give him one seat. Southwest, toughen up and don't cave to the media. While some people are large and I don't hold it against them, let's not start a pro large people campaign for those people who should do something about their size.
JJ3
Explorer C
When there is a large person seated next to me on an airplane, it can be very uncomfortable because the large person's body usually spills over the arm rest and into my space (even when the large person has both arm rests down and the safety belt fastened). This can cause great discomfort for the person sitting next to the large person, as to avoid rubbing against the large person's body, the other passenger must often contort into awkward and uncomfortable positions. So, even if the large person can fit into the seat with the arm rests down, this does not mean that the person next to the large person will not be bothered by the great discomfort caused by a lack of personal space. Of course I would never complain to a flight attendant that the person next to me was too large to fly, and that is why this policy is important.
Anonymous121
Explorer C
Its a good policy. I think the price of a ticket shud take in consideration the weight of a passenger, only because you have to pay for heavy bags etc
Pat_F1
Explorer C
Look, SW has a right to set their company policies the way they see fit. Kevin Smith bought two seats originally, so he knew he was overweight according to SW's policy. He decided to change flights and fly standby (seated last) and one seat was left on that flight, so he had to have known he was in trouble. Just because he got the arm rests down doesn't mean that he fit properly. I've flown on many flights next to an overweight person who spilled over into my seat leaving me miserable the whole time. Kevin Smith is embarrassed by this incident, but he's only keeping people focused on his sad situation by continuing to do what he's doing. SW probably won't (and shouldn't) change their policies. They did the right thing to look out for the majority of their customers, and Kevin Smith should keep his "big" (excuse me) mouth shut to stop looking any more foolish!
Moderately_fat_
Explorer C
First, I believe all airlines should have some sensible policy for people who are too large to fit in one seat without inconveniencing the passenger next to them. "In my former life" when I flew a lot, when a very large person came down the aisle I would find myself saying to myself "Not next to me, not next to me". This feeling did not come out of any inherent bias against fat people, but out of the memory of being stuffed into the last middle seat between two large people who didn't fit in their seats and consequently, caused me to squeeze uncomfortably into 2/3 of my seat. Second, If I were still traveling a great deal, an obese persons boycott of Southwest would probably make it more likely rather than less likely that I would fly Southwest. The problem all airlines need to come to grips with is that Americans are growing fatter and airlines are trying to stuff more people onto their planes. I applaud Southwest for giving a bit more leg room in the past several years so that I do not have to inspect the tonsure of the passenger in front of me when he reclines his seat. When you can't open a laptop in a normal airline seat, that's going too far. Southwest is still my airline of choice, however, all airlines need to address the growing problem of larger passengers. Perhaps several "Plus size" seats on each flight with appropriately higher pricing. (You are seeing it now in Doctor's waiting rooms) Or perhaps an "accommodation class" seating area for those who are larger or who, for some other reason, want or need a larger seat. All airlines need to get their collective heads out of the sand and address this problem or their own P.R. disasters are right around the corner.
Anonymous121
Explorer C
Its a good policy. I think the price of a ticket shud take in consideration the weight of a passenger, only because you have to pay for heavy bags etc
Phil17
Explorer C
Guess what? Still not flying SWA ever again.
Anonymous811
Explorer C
Quote: The issue is that, regardless of WHY you are overweight, I am made to be uncomfortable because of that condition. Are fat people to be made uncomfortable for you? We should all be comfortable. Yes, if you cannot fit in one seat buy 2 seats and be comfortable. Fat peoples money is just as good as yours. What about people with bad breath or smell like booze. I would not want to sit by anyone like that, but I would. I would because I do not judge people like that. Should we kick the alcoholic off the plane and the person with halitosis? No, because they are people too. They paid their hard earned money just like you and should be able to ride on the plane just like you.
Anonymous2093
Explorer C
This policy is not just for the safety and comfort of the large person. It is also for the comfort of the person seated next to them. The last time I traveled by airplane, I was seated in a middle seat, next to two very large people. And I did not have enough space to use a single arm rest. It was an uncomfortable experience for me. Plus, the person to my right was snoring the entire time.
flyingsafelyons
Explorer C
Safety is not a catch phrase. This is another example of an individual changing his plans for his own convenience, without considering the ramifications of his action to others. Mr. Smith changed up, and apparently got pieved that everyone else involved just didn't see things his way. Let's face it, besides being the safest Airline on Planet Earth, Southwest is also the least expensive airline to fly. The fact that Mr. Smith was taking the cheap seats rather than grabbing a 1st Class Feather Filled Couch on Delta, Alaska, US Airways, or another expensive air carrier, only speaks to his frugal travel budget. So, I say, suck it up Kevin! Quit your manufactured outrage, keep your flight schedule next time, and you'll arrive just fine, albiet without the 15 minutes of fame generated by your blogged tantrum! Bottom line: Let's get back to being silent BOB!
Anonymous1019
Explorer C
Yeah for Southwest...anyone who has had to endure a flight next to a "spacially challenged" passenger oozing over and under the armrest into their seat should also cheer a policy that puts the comfort of the majority of the passengers over the excess needs of the fewer -I had one flight on a Delta flight where I could, literally, not drink my soda because I could not move my arms up because of the huge person next to me...I did request a move and fortunately another seat was available...not always the case so Cheers to Southwest!
vinnie_mirchand
Explorer C
As the "social customer" like Kevin grows more prominent - Paul Greenberg has written a recent CRM book on the social customer - expect more incidents like this. I think you came out ok this time because Kevin went on and on and turned the tide - as I blogged at http://dealarchitect.typepad.com/deal_architect/2010/02/setback-for-the-social-customer.html But as a fan of SW - and one of your best customers having qualified for a companion pass for 6 years now - I am constantly shocked at how little access you give your front line employees to customer lifetime info. Kevin should have flagged as one of your best and this incident should never have happened in the first place. In your goal to be democratic you ignore the physics of business. Your best customers deserve better treatment than your infrequent customers.