Colby sent a message to Gary C. Kelly Chairman, President, and CEO, Southwest Airlines Co. – email address that said:
Dear Mr. Kelly,
I would like to start by saying how much I appreciate the efficiency and customer service I receive with Southwest Airlines. Although you often may not be the least expensive, I often fly Southwest due to these qualities I mentioned, and the flexible policies you have for last minute cancellations.
On Thursday, June 9, 2016 I had a flight scheduled from San Antonio to Dallas to celebrate my birthday with friends. Unfortunately, I was delayed due to a last minute business meeting and soon realized I would not be able to make my flight. I could not break away from the meeting to make the phone call for a cancelation; however, I recalled that the last time I had to cancel a flight (which was long ago), the representative told me that it was not a problem, I didn’t really even have to call, and I would still be credited for the cancelation. I assumed it would be the same for this flight, as I had purchased the ticket 3 months in advance and it was expensive ($283 to fly 300 miles – likely a higher priced refundable ticket).
When I was able to leave the meeting several hours later, I called customer service to confirm that I would receive the credit when I missed the flight. The representative informed me that I had purchased a “Wanna Getaway” ticket and would’ve had to call at least 10 minutes prior to the flight to cancel to receive a credit. When I expressed my distress, they were very nice but said there was nothing they could do, even if it was refundable, and that Southwest had canceled the second leg of the trip as well. At that time I had decided I would drive to Dallas instead, and didn’t need the second leg anyway. I asked if I could, at the very least, be credited for the second leg since it was known well in advance that it was canceled. I was informed that, due to policy, this was not possible. Expressing how upset I was, the representative gave me your customer relations department.
The next morning (June 10th) once I had arrived in Dallas, I called the customer relations department to find out if there was anything they could do. The representative was again very nice, but informed me that even though I have been a Rapid Rewards member since 2006, fly Southwest several times a year and have never done anything like this before, Southwest does not have an exception policy for loyalty (his words). He explained that there was a policy change in 2013, so my prior cancelation experience was likely before the change, or I had used points for that flight. This may have been the case, but I wondered why Southwest still could not make the exception for a refund on the return flight, as it was canceled on my behalf well in advance. He stated that this was just the policy.
As marketing experts I’m sure you know that once I arrived in Dallas, I told every person at my birthday party that this had happened, and each person was equally disappointed, and those people will likely spread this disappointment with Southwest to their friends.
I understand that you need to have a policy for no-shows, but the fact that you do not have an exception to policy for loyalty is frankly hypocritical given your business model. As much as I hate to leave Southwest, I will no longer fly this airline. It is unreasonable that I could not be given some sort of credit (heck, even some drink coupons) for a mistake from a loyal customer. I respectfully ask that you review your exception policy and take loyalty into consideration when an honest consumer makes a mistake. I look forward to your response, as I would welcome a return as a Southwest customer.
Sincerely,
Colby
