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Keeping the personality

in hospitality for

Southwest Airlines

Awarded No.1 for customer service in 2017 by the US Department of Transport, Southwest Airlines wanted us to support them in maintaining their market-leading position and on-going efforts to separate themselves from their competitor pack – who continue to raise the customer service bar.

We developed a ‘Hospitality Heroes’ programme to help Southwest Airlines employees keep their personality in the hospitality for which they are famous.

The programme achieved 30% participation one month after launch.

Hospitality Heroes

We worked with Southwest Airlines to develop ‘Hospitality Heroes’, a programme with an online psychometric profiler at its core.

The profiler helped employees identify their own kind of hospitality – how they like to show hospitality and how they like to receive it – and helped to shift the customer service conversation from transactional service behaviours to hospitality full of personality.

The Team creative brand and communications agency. Southwest Airlines Hospitality Heroes employee engagement programme
The Team creative brand and communications agency. Southwest Airlines Hospitality Heroes employee engagement programme

Encouraging participation

A selfie-functionality developed for launch boosted early participation and sharing, encouraging participation.

The Team creative brand and communications agency. Southwest Airlines Hospitality Heroes employee engagement programme

Making insight-driven decisions

Development of an insight dashboard helped Southwest Airlines leadership to make the most of the data generated from the profiler, and to make insight-driven decisions about hospitality across the airline.

The Team creative brand and communications agency. Southwest Airlines Hospitality Heroes employee engagement programme

Leader launch communications

A full suite of leader launch communications helped get the programme off to a flying start, achieving more than 30% participation one month after launch.

The Team creative brand and communications agency. Southwest Airlines Hospitality Heroes employee engagement programme

In 2018, Southwest Airlines saw a 20% reduction in customer complaints as reported by the US Department of Transportation. We believe Hospitality Heroes undoubtedly played a key role in this success by identifying the Hospitality personality types. The Heroes Programme has significantly helped Southwest Employees take ownership of the unique ways they make Customers and CoHearts feel welcomed, cared for and appreciated.

Steve GoldbergSVP Operations & Hospitality, Southwest Airlines