!"


|
 
 


     

Lesson Learned / Key Success Factors

‡ 4

 message communication

‡ Develop employee's 


 

‡ 4

    from customers and employees
‡ Focus on employees and customers by 





ànternal Brand Management
=mploye-based Brand = uity
ànternal Ad & PR
ànternal Newsletter

Training & Development

Open Door Policy

=mployee First

ànteractions with Leaders

"Covenant"

Consistency Cross-sectional

àncreased

Low Turnover

Peer-recruitment
=mployee Branding Process
Organization Mission & Values

"±  
of Southwest Airlines is dedication to the highest

uality of Customer Service delivered with a sense of warmth,
friendliness, individual pride, and 'Company Spirit'"

4   

: =mployees & Company come first,

along with customers as respected second.

4 : Fun, love ("luv"), team spirit, and altruism

 

: Profitability, cost-efficient operations,
family, hard work, individuality, ownership, egalitarianism,
common sense, and simplicity
Desired Brand àmage

È








 



 


È -Customer Service
Commitment Agreement, (Southwest Airlines, 2005) -

È



  È
È
 
È - Desired brand image delivered by the employees -
Sources Modes/Messages
   
  

"People Department"
Recruitment Ad "Culture Committees"
Training & Development ànteractions with Leaders



Monthly Company Newsletter: "Open Door" Policy
Luv Lines
Performance =valuations

Customer Feedback/Letters
Advertising and PR to external

 WoM
also targeted internal
=mployee's Psyche
‡ Southwest makes a
  to ensure its message are
based on the  
 



‡ 4 


  provide guidelines for employees

regarding both what is expected from them and what they
can expect in return.
=mployee Brand àmage

1. Develop employees' knowledge and 



  
 
 
 by sending fre uent and consistent
messages.
2. Southwest  its employee    the desired
brand image by ensuring their  


  .

Psychological contract: practice of consistently basing all

organization messages on the company's 


  
 
.

Consistent messages to effective manage the employee brand

image is a key to Southwest's employee branding success
Outcome

‡ =ffective Positioning
‡ àncreased =mployee Satisfaction and reduced staff turnover
‡ Higher levels of customer satisfaction and loyalty
‡ Favorable overall reputation
‡ Operational =ffieciency
Feedback

‡ ànternal Statistics & Metrics

‡ =xternal Reports
‡ Luncheons
‡ "Open Door"
Brand Culture

4 
   



 
 
Brand Culture: Competencies

‡ Recruitment Ad: Finding =mployees to color outside the

lines, or operate in a manner that is a bit off-center

‡ Recruitment Process: ensur their attitudes and personal

values are consistent with the organization's values and
desired brand image, and team players
Brand Culture: Behavior

Fun and Luv lines

Advertising

Relationship
Customer Feedback
Brand Culture: Organization

‡ "People Department" and "Culture Committees"

‡ "Open-door" Policy
‡ ànteractions with Leaders
Brand Culture: Social Fabric
Formal ànternal Sources:
Training and development design
to reinforce the behaviors &
values of the company

ànformal ànternal Sources:

message flow between employees
ensure the exchange of brand
values being exercised
Company Profile

Founded in 1967 by Rollin King and Herb Keller

High-fre uency, low-fare, point-to-point airline
First flight at June 18, 1971
Connecting Dallas, Houston and San Antonio
The ³LOV=
theme à =xcellent Customer
Service
General ànformation:
‡ Company Name: Southwest Airlines Co.
‡ Company is traded on the New York Stock
=xchange trade market (NYS=) with symbol
LUV
‡ Corporate Head uarters are located at the
physical address: 2702 Love Field
Drive Dallas, Texas 75235.
 Company History
1973: First profitable year

1975: Listed in NYS= as LUV

1979: Served New Orleans

1988: Southwest wins the first Triple Crown:

Best On Time Record
Best Baggage Handling
Fewest Customer Complaints

1994: Ac uired Morris Air

1995: Ticket-less Travel available system wide

1996: Launching website www.southwest.com

Southwest Airlines Route Map
Southwest Target Customer

‡ Short-distance business travelers and commuters

‡ Students
‡ Travelers tired of the bigger airlines
‡ No-hassle, no-nonsense air travelers
È 


 








 È
Southwest Airlines =mployees

Bags Fly Free Celebrate Ski Club

Christmas Celebrate
Southwest Airlines Balance Scorecard