03-12-2011
07:50 PM
4 Loves
As a longtime Southwest flier, I can understand the need to move to a more flexible points based frequent flier program -- you want and should reward those who pay more with more rewards. Yes, those who have enjoyed the very generous system of the past may not like it, but something had to be adjusted.
As someone who has an advanced degree in Marketing, I can also say you guys screwed up big time in the implementation! I knew when you first announced this change that you were going to have issues -- in creating a flexible program, you created an overly complicated system.
Perhaps you should have kept it simple -- earn 10 point for every dollar you spend on a flight. For any flight, a redemption in points equal to 100 x the fare will get you a seat. You could still have run promotions for Business Select (or any fare class) where during certain periods, you get a percentage bonus (e.g. 50% more point on flights taken during December). Same on redemptions: (Book a flight for only 75 x the fare this month).
As for the old system, the ability to convert new points (earned or bought) into the old system to top out and get a free flight was welcome... but it was hard to find. You shouldn't need to call in or read an FAQ to figure it out -- it should have been front and center.
Feel free to contact me and I can consult on further aspects of the program. 🙂
Good luck.
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