all-new rapid rewards - Southwest Airlines One Report

2012 Southwest Airlines One Report // Feature Stories // All-New Rapid Rewards
FEATURE STORY
ALL-NEW RAPID REWARDS
Our award-winning,
frequent flyer program
enhances the Member
experience while
driving incremental
revenues.
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2012 Southwest Airlines One Report // Feature Stories // All-New Rapid Rewards
Read more about how
we gain Customer
Feedback in the
People section.
For instance, during this process, we discovered a significant percentage of Members in
the old program weren’t able to earn enough Rapid Rewards® credit to redeem a reward
flight. With this in mind, we designed the new program to have points that don’t expire,
so more Members can earn reward flights. Members now also earn Rapid Rewards® points
based on what they spend, rather than based on a set number of points per flight.
Through monthly e-mail surveys, social media, and departments that interact daily with
Customers, we discovered opportunities to make our web site navigation and other
p
­ ractices more Customer-friendly. We listened to our Customers and have since improved
in these areas.
Real Life Moments
Over the summer, we began asking our Rapid Rewards® Members for reward trip photographs and stories. We had a terrific response with more than 3,000 Members submitting
their vacation photos. We narrowed down the photos by validating Members’ trip destinations and the corresponding redemption of Rapid Rewards® points. Engaging our
Customers allows us to share their passion for Southwest and provide genuine endorsements of the program, as we didn’t offer any incentives—other than the oppor­tunity to
be featured in our advertisements—to participate. In reviewing Member ­submissions, we
also discovered heartfelt stories, which we began featuring in Rapid Rewards®
communications.
As a follow up to our Rapid Rewards® “no red tape” advertising campaign, in fall 2012 we
began a print and digital advertising campaign that offered proof of the program’s
b
­ enefits by featuring real Members’ vacation photographs and stories made possible
with their Rapid Rewards® points.
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