Skift Take
When something goes wrong on a flight, Southwest tries to be proactive in communicating with customers. Is this the right approach? Or should Southwest wait until passengers complain?
The Skift Airline Innovation Report is our weekly newsletter focused on the business of airline innovation. We will look closely at the technological, financial, and design trends at airlines and airports that are driving the next-gen aviation industry.
We provide insights on need-to-know developments in passenger experience, ancillary services, revenue management, loyalty, technology, marketing, airport innovation, the competitive landscape, startups, and changing passenger behavior. The newsletter, sent on Wednesdays, is written and curated by me. We will look closely at the technological, financial, and design trends at airlines and airports that are driving the next-generation aviation industry. You can find previous issues of the newsletter here.
On a Southwest flight from Los Angeles to Atlanta last week, the aircraft's flaps malfunctioned, forcing the pilots to circle for about 20 minutes to decide how to proceed. Eventually, they landed faster than usual, causing the 737-700's brakes to overheat.
It was the kind of minor mechanical issue that happens every day at every airline. Passengers were not in danger, and other than a slight delay on the ground while waiting for the brakes to cool, there was little inconvenience.
I was on that flight, and thought little of it until the next day, when I received an email from Southwest. It explained what happened in surprising detail, and said, "Thank you for your patience during this delay, and I hope you will accept my sincere apologies for any uneasy feelings you may have had about the overall situation." The airline sent a $100 travel certificate.
It seemed odd the a
