Tray Tables Up! How Culture and Systems Make a Difference

Southwest Airlines would be a great franchise. Unfortunately, airlines don’t fit the franchise format. But any franchisor and franchisee should take a look under the hood (Do airplanes have a hood?) at the company DNA of Southwest if they want to build for success.

Any business wishing to build loyal followers needs several uniques to create the desire for a consumer to always return. Like Southwest, there are many franchises and businesses out there that are great at this. Let’s take a look at what sets Southwest apart and see if any of this can apply to your business.

One of the hallmarks of Southwest is there are no seat assignments. You get a queue number and line up in boarding groups. This makes boarding quicker for passengers because you don’t search for your seat number. You walk on, find a seat in a place you like, and sit.

Free checked bags are essentially non-existent today. With Southwest, you get two. Free is always a nice thing to say to a consumer and the math is easy for most flyers. Even if the Southwest ticket is a few dollars more expensive, if you are planning on checking a bag, Southwest becomes the better deal.

Their customer service is incredible. If you need to change your flight, there isn’t a list of fees you need to pay. Just change the flight and pay the difference in cost. Some tickets are fully refundable. And their service representatives are some of the nicest, most helpful people you will encounter on the planet.

I love to people-watch while boarding a flight on Southwest. Travelers who have never used the airline are always confused. They don’t quite understand what B28 means (translation: you will be sitting next to the lavatory). It is a bit of a cattle-car mentality. You get herded onto the plane and they get you going. And if you are like Pete, you always pay for A1 so you can be at the front of the herd.

If you have flown with them, you also know the employees are all about having fun. They still provide great service, but they actually seem to be enjoying themselves while working. This goes a long way to making the customer enjoy their time and make the experience memorable.

Flight attendants tell jokes during the safety announcement. This is a huge disruptor and very unique to Southwest. Most people zone out during this portion of a flight, but with Southwest, you might listen.

Imagine if more businesses featured employees like this! You would want to visit them. When you create an atmosphere of fun, you create something enjoyable for your customers.

This is where franchises and Southwest intersect. Processes and systems are very important to the success of a business. With a franchise, it is what you are paying for. As a Southwest customer, you are paying for it too!

I have sat at the gate, thirty minutes before my departure time, wondering where my plane is and suddenly it will skid in (maybe on two wheels) and in no time at all the passengers will disembark, the crew cleans the plane, and we are boarded, and wheels up to our destination.

They can do that because they have an airtight and tested procedure to follow. All franchises have these, which is what makes them a great investment.

Consistency can help make your brand have an impact on the consumer psyche. Any business that is known for a consistent customer experience always ranks higher and has a stronger following than those who don’t.

User Experience

Southwest does an incredible job creating an uncommon and welcoming user experience. They have built a marketing machine to spread this news and increase company revenue (much like a franchisor does for franchisees).

Maybe the reason I like Apple products is the same reason I enjoy Southwest so much. It boils down to a great and easy user experience based on solid company culture. All businesses and franchises should focus on their uniques, really make them special, and make sure they create a great experience. That will ultimately lead to success.

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