Southwest Airlines: A Case Study in Great Customer Service

Southwest treats its employees well

Great customer service starts with happy employees. Southwest treats its employees well by backing individual employees’ decisions and providing everyone with quality employee benefits. For example, the company offers a 401(k) retirement plan and matches contributions dollar-for-dollar up to 9.3 percent of the employee’s eligible earnings. It also offers a profit-sharing plan, an employee stock purchase plan, health and well-being rewards, and quality medical, vision and dental coverage.

“Southwest knows that the frontline is the bottom line,” said Lasandra Barksdale, founder and principal of Kompass Customer Solutions LLC. “Their culture is built on the belief that happy employees create happy travelers, and it shows up in everything they do. They don’t just offer paychecks; they offer profit-sharing, job security, growth opportunities and a sense of belonging. These are the things that make people stay. Employees don’t just work there. They feel valued there.”

In addition to benefits, Southwest also encourages professional development through in-person and online classes, mentorship programs and even a Career Mobility Center that supports internal career advancement through advisement sessions and interview prep resources. The company also prioritizes community outreach, encouraging and incentivizing employees to give back to causes that matter to them.

Southwest makes excellent customer service its mission

According to a mission statement on Southwest’s website, “The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride and Company Spirit.” 

Barksdale explained that what makes Southwest stand out isn’t just its commitment to customer service — it’s how the company empowers employees to deliver that service in an authentic way. Instead of forcing employees to follow rigid scripts, Southwest gives them the freedom to be themselves and truly connect with customers.

“Instead of handing out scripts, they give their teams permission to care,” Barksdale explained. “This fosters pride, ownership and connection, which translates directly into the warm, personal service Southwest is known for.”

Barksdale emphasized that Southwest employees can focus on solving problems, showing empathy and creating memorable moments without waiting for approval. “They are encouraged to create a fun, warm and friendly environment and go out of their way to make flying enjoyable.”

Southwest outperforms competitors in customer service

Southwest consistently scores high in customer service rankings — a testament to its dedication to excellent service. Consider the following:

• J.D. Power: The 2024 J.D. Power North American Airline Satisfaction Study ranked Southwest highest in customer satisfaction for the third consecutive year in the economy and basic economy segment.
• Newsweek: Southwest topped Newsweek’s 2024 America’s Best Customer Service list in the airlines and low-cost airlines subcategories. It was also recognized on Newsweek’s 2025 Most Responsible Companies list for the second consecutive year.
• USA Today: Southwest made USA Today’s 2024 America’s Customer Service Champions list, which highlights industry leaders in customer service.
• Fortune: Southwest earned the 39th spot on Fortune’s 2024 World’s Most Admired Companies list.
• Temkin Group: Although the venerable Temkin Group rankings of U.S. airlines on customer service (last updated in 2018) are no longer published, Southwest consistently received the highest score every year from 2011 to 2018, except for 2015. This track record reflects the company’s long-standing reputation for customer satisfaction.

Even with talk of assigned seating and paid premium perks, Southwest may still be ahead of its competitors. “Change is good when driven by the customer,” Barksdale explained. “This transition is an indication that Southwest adapts to customer preferences, as studies show that most passengers now prefer assigned seating. Premium perks? If ‘Premium’ means ‘easier’ and not just ‘more expensive,’ Southwest will stay Southwest.”

How Southwest Airlines emphasizes the customer experience

Southwest Airlines takes the following crucial steps to prioritize the customer experience:

• Southwest offers multiple avenues for customer support: Customer experience is no longer just an in-person interaction or a phone call. It’s now online, in live chat and more. In addition to providing multiple phone numbers for different customer service issues, Southwest offers live chat (via mobile app), email and a self-help resource center, allowing multiple touchpoints and opportunities to delight customers.
• Southwest adapts to meet customers’ evolving expectations: The airline invested over $2 billion to improve the customer experience. From improved real-time travel communications to bag tracing to bolstered self-service options, Southwest proactively meets passenger needs to make traveling more convenient and comfortable.
• Southwest empowers employees: Southwest takes care of its employees, which, in turn, helps employees take care of their customers. Providing robust financial benefits, wellness programs and ongoing career development allows Southwest’s team to perform at its best and effectively support its customers.

How to provide excellent customer service

All businesses should strive to achieve Southwest’s exceptional customer service. However, many of its specific strategies are tailored to the airline industry and may not work for your organization. Here are a few additional methods any business can implement to give its customers the service they deserve.

1. Be responsive to issues.

Nothing is more frustrating than being put on hold for over an hour, especially if you’ve already paid for a product or service. Remember that your customer relationships don’t end after money has been exchanged. These relationships are long-term commitments requiring cultivation.

If you don’t have the time to answer calls all day, consider staffing your business with more agents or outsourcing customer service calls. Ensure all customer service reps and outsourced service agents use one of the best CRM software platforms for consistency and informed help. You can also streamline your communication channels and preferences to accommodate as many customer inquiries as possible. For example, it’s easy to set up a chat feature or an FAQ page on your website to avoid being overwhelmed by calls. 

With so many options available to help your customers, there’s no excuse for leaving them in the dark when they have an issue.

2. Communicate beyond complaints.

Responding to problems swiftly is vital to maintaining a high level of customer service, but communicating with your audience shouldn’t stop there. Starting a weekly email newsletter or using X (formerly Twitter) as a customer support channel are great ways to stay in touch with your base.

A simple “thank you for thinking of us” when a customer tags your brand on social media can go a long way. It’s a simple, cost-free measure to set your business apart as one that truly cares about customer service.

3. Get to know your customers.

Customers love a personalized experience because it makes them feel heard. However, to ensure the personalized experience stays positive, you should understand the customers’ wants and needs. Maintaining this mindset will help ensure customers trust you and your company in the long run.

Almost every customer service representative has some kind of script they must stick to, but there are opportunities to veer off-book and personalize the experience. You could ask customers what they’ve been up to lately or why they chose your company, or just find a way to make them laugh. If you’re willing to go that extra mile, it can be the difference between keeping a customer and losing them.

4. Keep a positive attitude.

When trying to maintain a positive attitude toward the customer, keeping a positive tone and demeanor can go a long way — even when a situation is frustrating. How you speak to your customers can sometimes be more important than what you say. This approach allows you to connect with the customer on an emotional level. You’ll understand their explicit needs and better understand their overall attitude toward you and the company. If you focus on positive thinking and a positive attitude, customers will likely respond in kind.

Amanda Hoffman contributed to this article.