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“The operation actually is running better than it was before.”

Southwest Airlines Chief Customer and Brand Officer Tony Roach said at the Fortune COO Summit that the airline's transition from open seating to assigned seating has both exceeded revenue expectations and improved operations.

The focus now, he said, is the next phase of Southwest's transformation: its brand and culture.

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Transcript
00:00We went from open seating to assigned seating in any industry that's like
00:04changing the engine in a car from an airline standpoint because it's a
00:07revenue change in terms of what you sell but it's also an operational change. I
00:11mean how you turn airplanes and how you seat them matters and so we did both of
00:15those at the same time. When you look at what's going well both the revenue has
00:19been exceeding our expectations. The operation actually is running better than
00:23it was before and now you have customer and people sentiment that typically
00:27trails those and so what you see us doing now is really turning our attention to
00:31post transformation it's about the transformation of the brand and the
00:34culture and I think when you look ahead that remaining piece I think really puts
00:39us in a position for the next 50 years to be just as beloved as we were in the
00:43first 50.
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