I am on your flights usually at least one round trip per week, sometimes up to three - you are my commute. I get routinely check in in advance (as I will when available in 20 minutes) and have a A for the sheer fact SWA is the only airline that allows me to pick my seat. I am terrified to fly, yet need to out of necessity. Yet, I get the seat that makes the flight at least somewhat comfortable for me. That's why I have flown you almost exclusively for the past 10 years.
Do that, and you will loose your image of a caring airline who values its customers. I was recently really touched by your magazine's coverage of your 35th anniversary. That image is not even close to how I feel about you now, especially after reading and seeing images of your first days of testing your new experiment.
I'm sure I'm not the only one.
I'm grateful I'm not a San Diego customer.
Assign seating, and you become no better than any of the other airlines. Your customer service will only take you so far in that arena. You go from being my only airline of choice to just another choice. I'll take my miles elsewhere.
When you finally decide to make a decision before 2008, think about the loyal customers you have now, and the new ones you will need to find once those loyal ones go away.
Spend your time finding new cities for new customers, rather than driving the existing ones away.
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