The is the Experience
How to create extraordinary moments for your guests and engender instant loyalty
By Julia Carcamo
The story about the birth of Southwest Airlines is very enlightening . It details the battle the founders faced when they tried to start their fledgling airline , but buried in court documents and the eventual start of short-haul flights was the notion Herb Kelleher had that if employees were treated well , they would treat customers well .
This was well before the days of marketing shifted to a branding focus , but at the core of this concept was what would become the Southwest brand .
When I was a little girl , trips to the airport and flying were indeed an experience . Journalist raconteur Andre Leon Talley once shared the story of Jacqueline Bouvier Kennedy and her sister getting their hair done just to arrive at the airport . Like most of the day , how you experienced something mattered . Today , flying is much less glamorous . It has become a method of getting from point A to point B . It is no wonder airlines appear to be doing the bare minimum to get your business .
So why does Southwest continue to choose its brand over what analysts might think is a better business strategy ? More than likely , you have had a chance to take a flight on Southwest , and you have experienced the focus Southwest has on its brand as coming through its employees . From the job descriptions for a mechanic ( seriously , check it out ) to the quirky ways employees deliver the not-so-typical safety instructions , you are in the presence of a Brand ( with a capital B ).
36 Global Gaming Business SEPTEMBER 2022