I did a business trip from Los Angeles to New York and on the way back, I decided to fly with Southwest since I had points that would make my flight cost only $5. When I landed at the airport, I went to grab my luggage at baggage claim, and waited and waited and waited. My luggage never came. They had lost my luggage – for the third time!! I felt frustrated and ready to abide to never to travel on that airline again. I was disappointed and took it to social media to express my thoughts.

On Twitter I shared:

On Southwest’s Facebook page, I wrote:  My Website


What Southwest Did Right

Southwest heard me out and respectfully replied on Facebook. In a private message, a Southwest employee, Warren, told me this:

Perfect! That’s all I need, Katherine. I want to start by offering our most sincere apologies. We move thousands of bags each day and a very small percentage of those bags wind up delayed. On the other hand, it sounds like a high percentage of your flights have experienced the opposite statistic and that gives us no degree of satisfaction in the least bit. I am documenting this report for our Senior Leaders and I would very much like to send you gesture of goodwill to offset the cost of a future flight. We take keeping our Customers satisfied very seriously and I believe that entails ensuring that you can fly with the expectation that you’ll be able to collect your bag before you leave the airport. I fully expect for you to have a more typical Southwest experience on your next flight and improved memories going forward. We appreciate your patronage and are always here if you have any questions or concerns.

As a customer, I want to be respected, feel heard, and valued. Yes, Southwest Airlines did a major eff up by losing my luggage (again!), but they did their best to fix it. They found my luggage that same day (it got left behind during my layover in Dallas), delivered it to my home, and the next day I woke up to a $100 Southwest airfare voucher in my inbox.


The negativity I felt towards them dissipated. I felt heard and valued as a Southwest Airlines customer.

What is Good Customer Service

Good customer service involves being helpful, and making the customer feel heard and appreciated. A report commissioned by RightNow, stated that customers want:

  • Employees who are friendly
  • Able to get info or help easily
  • Custom and personalized experiences
  • Companies and brands that have a positive reputation

And when a company performs poor customer service, people are willing to do business with a competitor!

People want good customer service and are even willing to pay for it. The report stated, “86 percent of consumers will pay more for a better customer experience.”

We take customer service very seriously here at Web Marketing Therapy. Our goal is not to only be helpful and friendly (and awesome!) – but to go beyond that. Lorrie (the CEO of WMT) says, “Customer service is more than taking care of a client’s needs – it is anticipating their needs and delivering them before they think to ask.”

Good customer service starts with you. As a business owner, are you being friendly, helpful, and making the customer feel appreciated? Problems arise with customers, but it’s how you handle them that can make you triumph in the situation or not.