This is what happens when you try to use "social media" instead of putting work and money into practical customer services and staff training. Sooner or later it bites you in the ass.
""A heartfelt apology is not usually followed by justification of the action."
Amen.
Southwest needs to be honest RIGHT NOW. Apologise for being uneven and handling a situation badly. Move on to making sure that people are treated evenly and fairly so next time a celebrity isn't recognised they don't have reason to be publicly pissed.
It's the only way Southwest is going to keep any dignity. The internet allows communications between anyone and everyone very quickly, and the only way to harness that is with honesty and integrity and improving the core of what a business does.
Normally I charge a lot of money for that kind of advice, but you can take it and keep it with Kevins hundred bucks.
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