03-04-2011
09:44 PM
5 Loves
Here is a letter I sent to Southwest commenting on its new improved Rapid Rewards program:
"Over the last 7 or 8 years I have been flying Southwest regularly, I've told hundreds of people about your Rapid Rewards program, stressing how easy it is to earn free flights and how simple it is to understand. I'm sure you realize how beneficial word of mouth advertising can be.
Now you have screwed up RR big time. I'm still working to understand the new system, but as a transitional RR member, here is how you have reduced the value of the program to me.
I currently have 12 credits toward the magic 16. Under the old program, after I took 4 more one way flights between BUR and OAK to visit my girlfriend in the Bay area, I would receive a free round trip to anywhere SW flies. Simple and easy to understand, even for a guy with a masters in economics.
On March 1, 2011, I bought my first one way ticket under your "improved" program - BUR to OAK for $79.70 on a ticket exchange for a ticket I wasn't able to use. The confirmation I received had a new feature - "Estimated Points Earned" which awarded me 414 points when I take that flight. According to your website and mailings, I will need 1200 points to get the one credit I would have earned by taking this flight under the old system, or about 3 one way flights!!!
To say that I'm disappointed in your new program is an understatement. I realize that you are shifting your focus toward business travelers who can pay higher fares and thus earn points faster. I'm just disappointed that you are joining the rest of the airline crowd and forgetting what made you what you are, or have been - an airline for the people."
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