Southwest Airlines 1996 Annual Report Download - page 16

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16
That’s Customer with a capital C. We never forget that
we’re in the service business — Triple Crown Service.
In 1996, the magnificent Employees of Southwest captured the annual Triple Crown for their
fifth straight year, something no other airline has been able to do even for a month. In the airline
industry, the Triple Crown is the combination of Best Ontime Performance record, Best Baggage
Handling record, and Highest Customer Satisfaction record of all major airlines, based on
statistics published in Department of Transportation consumer reports. Because of the caring,
warm, and enthusiastic attitudes of our 23,000 Employees, the People of Southwest Airlines
consistently rank on top of all three categories. Put quite simply, we deliver exactly what our
Customers want in the shorthaul markets we serve. Our consistent and remarkable ontime
performance record results from a combination of efficient aircraft scheduling, careful selection
of airports served, quick and efficient ticketing and boarding procedures, and our highly
productive and dedicated Employees. Our superb baggage handling is achieved despite our quick
aircraft turns at the gate. As a result, our aircraft utilization is not impaired. In addition, this
record has been compiled at a time when Southwest is carrying growing amounts of cargo and
U.S. mail. In 1996 alone, total freight revenue grew faster than capacity, or 21.5 percent. Our
streamlined approach and the caring and dedicated attitudes of our Ground Operations
Employees enable us to efficiently control and handle our Customers’ baggage. Our Employees
never forget that we are in the business to serve the needs of our Customers and, as a result, we
consistently deliver high-quality Customer Service in a friendly, caring, and enthusiastic manner.
Our unique marketing and operating strategy, designed with our Customers’ needs in mind,
facilitates this exceptional service. Since our inception 25 years ago, we have basically adhered to
our point-to-point service in shorthaul markets delivering the lowest fares, frequent flights, and
Triple Crown Customer Service. We also offer our generous Rapid Rewards program, which
does exactly what its name implies—allows our frequent flyers to earn free trips rapidly. With
our frequent flyer plan, our Customers earn a trip after flying only eight roundtrips within a
consecutive 12-month period, which is significantly below most other airlines’ requirements. The
awards are valid for travel anywhere Southwest flies, transferable, and expire one year after they
have been earned. Thanks to the proud Employees of Southwest Airlines, we not only offer our
Customers the lowest possible fares, we offer them the very best Customer Service in the
industry. And that adds up to the best value in air transportation.