MMC 3420 Chapter Notes - Chapter 3: Southwest Airlines
27 May 2018
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The three Cs of Customer Satisfaction: Consistency, consistency, consistency
• Consistency is necessary to make customers happy
• Extremely important because customers have a cluster of interactions that make their
individual interactions less important than their cumulative experience
• Customer journey can span all elements of a company and include everything from
buying a product to actually using it, having issues, or simply making the decision to use
a service or product
• Consistency on the most common customer journeys is an important predictor of overall
customer experience and loyalty
• Positive customer-experience emotions – a feeling of trust – were the biggest drivers of
satisfaction and loyalty in most industries surveyed
o Extremely valuable for consistent customer loyalty
• Ensuring customers recognize the delivery of promises, which requires proactively
shaping communications and key messages to highlight delivery
o Southwest Airlines – no-frills, low-cost airline
• Company that delivers customer-journey excellence needs:
o Take a journey-based approach
▪ Create a team that is responsible for the end-to-end customer journey
across functions
o Fix Areas Where Negative Experiences Are Common
▪ Single negative experience has four to five times greater relative impact
o Do it now
▪ Customers are valuing an “Average” experience less and have even less
patience for variability
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