01-11-2011
05:53 PM
5 Loves
Southwest, your changes make me sad. Sad that such a strong brand known for low fares, simple systems, great service, and the industry's best frequent flier program could make such a misstep.
Yes, most of us understand that you need continued growth and profits. Yes, your programs like Companion Pass are generous -- perhaps too generous to continue in today's environment.
But why couldn't you just make simple changes -- such as raising an award from 16 credits to 20 credits -- or whatever you need to raise it rather than coming up with this complicated prgram that just tries to make you like other airlines? Or not allowing companions to fly free when the companion pass holder is using a free ticket?
Why do you say that the change was based on customer feedback, when none of your best customers seem to have been surveyed? A simple online survey to those customers who hold companion pass and A-List would have easy and inexpensive; plus, have gone a long was in having loyal customer buy in.
Then there's your comment that this is going to "gain" you an increased share of the market among business travelers. Huh? As someone who flies enough to have status in multiple airlines, you seemed to forget your strength in being different.
Until you have first class, assigned seats, more legroom in coach for frequent fliers, flat beds in business class, a worldwide allaniance of partner airlines, you will not command the loyalty of the heavy road warriors to pay more money for a "business select" fare for points.
The so-called new benefits weren't missing -- black out days were rare, customer service call centers are good, web technology is good so that it's rare than one needs to call, and the rate of earning free tickets was generous without bonuses.
Your program did have things those airlines didn't: the flexiblity to book at the last minute, flexibilty to change easily, and simplicity -- perfect for getting oneself from point A to B on short haul 1 segment flights when using a free ticket.
Which is why I continued to be loyal to you in addition to another airline. Now, I fail to see a reason. And that makes me sad.
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