It’s no surprise that Southwest tied Delta for top airline in the 15th annual Brand Keys Customer Loyalty Engagement Index (CLEI).
Both airlines have conducted a plethora of customer-focus activities designed to delight and engage. Southwest went so far as to first post new “Bags Fly Free” commercials on its Facebook page in November in order to give its fans a sneak peek.
Southwest Airlines also is launching a new Rapid Rewards program, the carrier’s frequent flyer program, on March 1 which will allow members to redeem their points for every seat, every day, on every flight with no blackout dates or seat restriction. Points won’t expire with any earning activity in a 24-month time period.
“Southwest has always had more empathy for their customer and their frustrations, and now they’ve embraced that same philosophy in their loyalty program,” says Gary Leopold, president and CEO of ISM, a marketing consultancy and advertising agency that specializes in problem solving for premier travel and lifestyle brands.
“It’s a lesson for all brands,” Leopold tells Marketing Daily. “Your loyalty program isn’t an appendage to your brand story, so you need to be sure it captures the same spirit, style, attitude, convenience, service delivery, etc. as the other elements of your brand experience.”
Read more here.