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An Analysis on Customer Care Strategy of Southwest AirlinePrepared by:Your nameSN:Your ID numberClass:Finance Business Accounting 1stTo:Your tutorCourse and Course Code:Creating a Culture of Customer CareDJ42 34Date:The date that you finish the reportTable of Contents1. COMPANY INTRODUCTION32. AN OUTLOOK OF SOUTHWEST AIRLINES CUSTOMER CARE STRATEGY33. DEVELOPMENT OF SOUTHWEST AIRLINES CUSTOMERS CARE STRATEGY44. SOUTHWEST AIRLINES STANDARDS IN DETAILS6lEmployees6lCustomers6lSuppliers7lCommunity8lEnvironment85. WAYS IN WHICH THE STANDARDS WERE ESTABLISHED9lEmployees9lCustomers10lSuppliers10lCommunity10lEnvironment116. METHODS USED BY QUALITATIVE RESEARCH AND QUANTITATIVE RESEARCH TO GATHER AND SOUTHWEST AIRLINES CUSTOMER CARE111)Qualitative Research112)Quantitative Research127. THE REVIEW OF SOUTHWEST AIRLINES CUSTOMER CARE STRATEGY148. RECOMMENDATION149. REFERENCE15ATTACHMENT 1:16ATTACHMENT 2:171. Company Introduction Southwest Airline is one of the largest airlines, which is located at Dallas in United States and established in the year 1967. The Southwest Airlines commenced customer service on June 18, 1971 serving three cities - Houston, San Antonio and Dallas and incorporated with Texas. And today southwest is operation more than 500 Boeing 737 aircraft among 64 cities. Southwest became a major airline in1989 when it exceeded the billion-dollar revenue mark. In May 2003, southwest was topped as the domestic originating passenger ranking one for the first time. Year 2007 is the marked as companies 35th successive year of profitability. Southwest is the successful airline company with low fares, high frequency and point-to-point carrier. And it is dragged for 10 years after winning the case southwest airlines was allowed to fly. Finally in 1977 the first air craft was started. The southwest airlines key success factor depended on the relationship with the customers.2. An Outlook of Southwest Airlines Customer Care StrategySouthwest Airlines contributes to achieve the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit. The Southwest Airline is committed to provide its Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. The Southwest Airline is dedicated to doing the right thing. Also, the Southwest Airline takes great strides to ensure its customers safety, and fostering trusting relationships between its Employees, its Customer, its Suppliers, and its Planet. The Southwest Airline always trusts that customers are the single greatest strength and most enduring long-term competitive advantage. The main customer care strategy of this company is to gain the competitive advantages by exceeding the customer expectations through reducing the cost and increasing penetration levels into the market to attract the more prospects.3. Development of Southwest Airlines Customers Care StrategyStrategy is a method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem.l Step 1 Southwest Airline should know who their customers areFirst, all those passengers who emplane planes in the Southwest Airline is their customer. Second, remember that who sees his relatives off is a potential customer of the company. Finally, the Southwest Airline should think of methods to reach the total community.l Step 2 Southwest Airline should know the needs of their customersFirstly, the Southwest Airline should know the needs of their customers to ensure that the company could understand a traveler correctly by asking questions, developing and showing empathy for the circumstances of the customer and develop proper communication skills. Secondly, the Southwest is opposed to learn the need of customers feeling welcome that they should look happy and pleased to have customers and be sensitive to those people who see relevant off. Thirdly, the Southwest should know the customers need to feel important to give every customer a feeling of importance and worth and reward regular customers with a preferential policy. The Southwest should understand the customers need for comfort to provide for physical comfort with chairs, water and proper lighting. l Step 3 Southwest Airline should know how to determine needsThe Southwest should be proactive to expect needs and take the initiative with customer surveys. Then, the Southwest should handle distinguish between needs and wants / demands. Also, the company should be attentive to customer needs in order that the firm should develop the skill of tuning in to the needs of users and reading their customers. Finally, the Southwest should develop empathy with the customers.l Step 4 Southwest Airline should response to needs The Southwest should show real interest in the needs of special groups, e.g. alone children customers, senior customers. Then, the Southwest Airline is opposed to create opportunities for customers to feedback. Also, the Southwest Airline is opposed to delete the flights that do not have a use or potential use for the community. The Southwest also should handle and solve complaints from customers. l Step 5 Southwest Airline should give access to services Do not limit the services of the Southwest Airline to the boundaries of the airport. Ideas to consider: the Southwest Airline should provide services for picking up the customers and sending them back when the customers get off the plane. What is more, the company is opposed to take the services to the web with a website for the flight company.l Step 6 Southwest Airline should know management alignment and mobilizationThe company should clearly explain the goals and benefits of the customer care service strategy to shareholders and executive management of the Southwest Airline to attain their supports and understanding.l Step 7 Southwest Airline should deliver CompetencyConcern for the user must be balanced with the competency with which we render services. Competency is an indication of the respect we have for our customers. Competency is determined by: Effectiveness that the most proper strategy for obtaining the desired outcome, Efficiency that the most proper methods and procedures to obtain the desired outcome and Economy that cost-effective ways to obtain our outcome.l Step 8 Southwest Airline should know continuously analyze methods and procedures for improved efficiency. The Southwest Airline must reduce the time taken to deal with the accident of flight delay. The Southwest Airline should understand the effects of their systems for reservation of materials. The staffs in the airport should be trained and knowledgeable to provide better service to satisfy customers. Competency, which is a prerequisite for quality service delivery, the Southwest must ensure that customers will return to the Southwest and bring their relatives along.l Step 9 Southwest Airline should know managing an effective communicationThe Southwest Airline should develop a communication strategy that will inform, convey concern, solicit inputs, promote and publicize services and provide channels for feedback. And, the company should develop successful interpersonal and communicational skills. Finally, the Southwest should develop a media strategy to communicate regularly with local media and increase the communication with customers. 4. Southwest Airlines Standards in Detailsl Employees Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer. Employees enjoy many great travel perks. Employees have the Freedom to create financial security. The Southwest offers great programs to help employees plan for the future. Southwests competitive health package makes staying healthy affordable, currently for as little as $15 per month. Employees have the freedom to create and innovate. Southwest Airlines provides many opportunities for employees to learn and grow. Employees are encouraged to Share the Spirit of Southwest through programs like Spread the LUV and Employee Catastrophic Fund. Employees have freedom to work and have fun. Employees have freedom to stay connected.l Customers Service Commitment was designed and written in such a way as to clarify many of the most commonly questioned terms and conditions of their Contract of Carriage and provide customers with insight into some of their policies and procedures. Southwest has predicated its daily operational and scheduling decisions on the safety, security, and wellbeing of their Customers. Tickets for fares that are age-related or status-related (seniors, infants, children, military, government contracts) are sold contingent on the travelers ability to provide proof of age or status at check-in. The customer will have the option to select the revised itinerary, choose an alternate flight/date within a 14-day parameter of your original travel, or cancel the trip without penalty and receive a refund issued to the original form of payment if the customer did not catch up with the flight. Southwest Airlines welcomes members of the disability community, and they are very proud of their record of service to their customers with disabilities.l Suppliers Southwest is dedicated to finding ways to lower its costs and increase its productivity and quality and value suppliers who have the same focus and look internally for ways to improve their processes and service, and willingly pass on cost savings to Southwest Airlines. All suppliers are treated fairly and impartially during the evaluation and selection process. Southwest expects its suppliers to cooperate in regularly providing accurate metrics and reporting. In addition to understanding the roles surrounding procurement at Southwest Airlines, it is important for everyone involved to understand the approval process for supplier selection, commitment, and payment. Southwest expects business to be conducted in accordance with the Southwest Airlines Code of Ethics (presented in a separate document) and with its Company Procurement Ethics as stated below.l Community Southwest can receive many donation requests every year, and always does these things. The Southwests champion causes that matter most in the communities they serve by developing relationships with nonprofit organizations on both a local and national level. To illustrate their policy and the feedbacks from customers, the company has an interactive web portal. The employees in the Southwest Airline always volunteer to across the country, as well as serving on local, state, and nantional boards to assist nonprofit organizations in achieving their mission.l Environment Southwest Airline operates with a green filter, a mindset of protecting the planet. Southwest believes that understanding energy and resource consumption is the first step to conserving those resources Setting baselines and tracking usage allows them to evaluate their approach to conservation and determine the best methods to reduce the impact on the Planet. Southwest has tracked jet fuel consumption since its inception, added Companywide electricity and natural gas consumption tracking and water usage tracking. Created to more efficiently minimize waste that would otherwise be disposed of in landfills, co-mingled recycling program of is one of the many pollution prevention initiatives at Southwest Airlines. Southwest Airlines is committed to protecting the planet by improving fuel efficiency, which, in turn, reduces the greenhouse gas (GHG) emissions and helps prevent climate change.5. Ways in which the Standards Were EstablishedThe standard is divided into stakeholders groups. Stakeholders are the groups of people that are found in and affected by all organizations. This includes employees, customers, suppliers and shareholders. It also includes the communities where an organization is based and the environment which is affected by the organizations activities.According to relevant industry standards, the Southwest Airline enacts the customer care standard.l EmployeesClear the fair employees rules Employees have the freedom to join legal communities and organizations. Employees have efficient way to communicate and consult. The organization has clear terms and rules.Healthy and safe working environment The organization has enough resources and training to ensure the employees safety.The organization hammers at treat the diversity of current and potential employees equally. The Company encourages workforce diversity and new employee league. Encourage and reward employees according to their merits.Encourage employees to improve in their career. Employees have opportunities to study and improve their knowledge and abilities.l CustomersEstablish equal relationship between customers and the organization. For the principle of customer respect, the organization has a clear term of business. In stated time, the company can promise and solute the complaint of customers.The company provides products or the service which has been agreed mark. The firm has clear after-sales services. The organization should protect vulnerable groups.l Suppliers The company owns and suppliers of the relationship between the contractor honest fair Clear the selection standards of transparent suppliers and the contractor. Clear the terms of suppliers and the contractor.According to the same standards for supplier or contractors payment. Ensure suppliers and contractors in accordance with the agreement of the payment for a program.Encourage suppliers and contractors or carrying out necessary business practices. Ensure suppliers and contractors learned that the organizations business practices and a fair conditions to inform. In the reasonable scope, organization in its supply chain management, environment and employment in ethical risk.l Community The organization can promote the living level of the society and commercial environment. The organization has activities of promoting the development. The organization can consider the effects to the society before planning and acting.The organization should keep enough sensitivity on the needs of local culture, social situation and economic structure. The organization should actively join the tribune about its products, service and operating.l EnvironmentProtect the environment the organization reduces the usage amount of resources and waste disposal. The organization monitors and reduces the effects of environment. In the reasonable scope, encourage carrying out using and discarding in an eco-friendly way. The organization indicates the solution of protecting global environment.6. Methods Used by Qualitative research and Quantitative research to Gather and Southwest Airlines Customer Care1) Qualitative researchQualitative research is used to gain insight into peoples attitudes, behaviors, value systems, concerns, motivations, aspirations, culture or lifestyles. Its used to inform business decisions, policy formation, communication and research.Before drafting the customer care standard, the Southwest Airline chooses the Interviewing as its method of Qualitative Research.Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for peoples attitudes, preference or behavior. Interviews can be undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at home, in the street or in a shopping center, or some other agreed location.By interviewing 100 people and doing 1000 questionnaires, the Southwest attains the customer care standard. After carrying out the standard for some time, the Southwest used the same questions to interview 100 people and survey 1000 customers with the same questionnaires. Comparing the results of two times survey, the Southwest made the following conclusions:l The customers are satisfied with the services both on the plane. The services that the Southwest offers when customers purchase tickets are satisfied by customers.l The Southwest cannot collect the customers information to ensure the flight is correct. The service in the airport is also needed to be improved.l The customers think that the Southwest should add some services about perfecting the information of customers. The Southwest can provide something to eat and drink for customers in order to make customers feel comfortable and warm. (Look up the Attachment 1.)2) Quantitative researchQuantitative research is used to measure how many people feel, think or act in a particular way. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to natural phenomena.The Southwest does Quantitative Research by questionnaire.A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. Although they are often designed for statistical analysis of the responses, this is not always the case.By conveying 100 people, the Southwest makes following conclusion:When comes to the time that the customer prefer to purchase ticket, most of people (55.6%) prefer to buy ticket before 1-3 days. But there are still some people (19.8%) are willing to buy ticket intraday. However, there are 13.2% of people who think purchasing ticket 3-5 days ahead is preferred. Fi