A small point, perhaps, but the "All-New Rapid Rewards" isn't really "all new." Calling it "All-New" makes it sound as if Southwest is trying to sell it, and sell it hard. The revised Southwest Rapid Rewards program is different than the old one but it's not "All New".
If you have to sell it that hard maybe there's something wrong with what you're trying to sell. The old Rapid Rewards practically sold itself.
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I preferred the old Rapid Rewards system. These "All New Rapid Rewards" promotional videos treat me like a sucker-- that I'll like the new Rapid Rewards system because it's "All New!" and because "Now I'm in control!" Yes, it's all new, and yes, I guess I'm in control, but "newer" isn't better here, and I was already in control with the old system. All I had to do was count up the flights. How hard is that?
Maybe the old system didn't work out so well for Southwest Airlines. But it worked out great for me, and for everyone who came to Southwest via my referrals. I don't remember anyone telling me that they wished that Southwest's Rapid Rewards program was "all new" and I don't remember anyone telling me they didn't think they were in control. Instead, EVERYONE told me how happy they were that Southwest's Rapid Rewards system was straightforward and NOT based on "points." Except not it's not straightforward, and now it's based on points. Just like everyone else's program.
Southwest may as well start charging for luggage... then they'll be even more like the rest. And I'll start shopping around.
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