01-11-2011
02:31 PM
2 Loves
The previous program was so good in comparison to other programs that it was probably inevitable it would change. And done incrementally, I don't think it would have caused such an uproar.
But there's one aspect of this system that directly alienates SWA's longer term customers, and I think is a big negative. SWA grew its base rapidly and profitably by being a low fare airline while also providing excellent customer service for ALL its passengers. It attracted smart but penny pinching customers.
The new system rewards those who spend the most disproportionally, and those who spend the least disproportionally. If you want to reward those who spend more, I think your penny-pinching base gets that, although it makes us sad. But to reward them MORE?
I realize your base has enlarged over the years. SWA isn't always the lowest cost airline any more. But do you really want to be alienating your long term customers right when you're acquiring AirTran, and you need that word of mouth referral, in say, the Atlanta market?
That new customer is my friends and relatives in Atlanta. If they were flying for business, and often needed to make last minute changes, I'd recommend SWA because of the no change fee policy. But since most of their flying is not subject to last minute change, I'm going to say, yes, I once LUVed SWA, but go for the cheapest flight. And you can bet your competitors are going to take advantage of this moment.
Because yes, indeed, everyone in Atlanta knows the New Coke story.
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