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April 28, 2004
Colleen Barrett on opening the jetway to TV cameras
The A&E network television series "Airline" recently wrapped its first season of documenting life in the customer trenches of Southwest Airlines. (A second season is in the works.)
Southwest's risky bet to let unblinking television cameras document the good (articulate employees), the bad (deceptive customers) and the ugly (drunk customers) has few, if any, precedents among Fortune 500 companies.
For a future article we're writing about marketing and reality television, Southwest president and chief operating officer Colleen Barrett recently told us about the decision to greenlight the project, dealing with turbulent customers, and the impact "Airline" is having on this precedent-setting airline.
"Airline" is a bold move to Napsterize, or make more transparent, Southwest's operational knowledge and customer service. Give us a peek inside the executive suite during discussions to participate in the show. Who was the biggest proponent for giving it the green light? How much skepticism was there?
We deliberated long and hard about whether to do this project. I had complete faith in our people to do the right thing for our customers. I knew there would be bad days, but I knew that the cameras would show our employees doing the right things. It was an intelligent risk for us to take. I was most concerned that the film crews not encroach on our employees' work space, but they have fit in just fine.
Other than the obvious airport security considerations, is anything off-limits for the show's producers?
We sought approval for this project from both the Transportation Security Administration and the airport authorities at LAX and Chicago Midway. Other than not filming any security measures, the film crews have open access to our operation.
The biggest question among many marketing people is, "How does this show affect Southwest's reputation?" What's the answer so far?
The number of online resumes submitted by job candidates to www.southwest.com has tripled since the show began airing, so there are thousands of people out there who want to be a part of our winning team. We have received many positive letters complimenting Southwest on opening its doors to let the cameras in. I've even received letters from employees of other airlines congratulating me on having such faith in our people to let the world take a peek behind the scenes.
What has the company learned about its processes and policies based the show? Is it doing anything differently as a result?
There are always "teachable moments," and our training departments have been using episodes of "Airline" to discuss how best to work with a customer in an unusual operational situation. I've been proud to watch our employees in action; they are my heroes!
Are the shows being used for internal communications or training? Are outside companies asking you to package your customer service training and take it on the road?
Yes! We are using the episodes to discuss specific situations with our employees in training. Southwest has long been a subject of case studies, and the "Airline" project has piqued the interest of companies to learn more about our customer service package. It's not really complicated; it's all predicated on the Golden Rule, but you'd be surprised at how perplexed some executives are when you tell them it's as simple as treating people as you would like to be treated!
What are customers saying about the show?
We have received many positive letters since the show began applauding us for letting the cameras in. The biggest question we get is why there are so many operational issues. We have to explain that 99 percent of the time the 82 million people we fly each year get to where they are going and nothing unusual happens operationally. The film crews have taken nearly six months of filming and condensed it into nine hours of programming, and, certainly that is going to create a compressed look at the issues -- a sense of drama if you will. I would not say that the ratio of our customer complaints, commendations, and/or general inquiries has changed since "Airline" started, but the number of online resumes submitted to us has tripled since the show began.
Each week, we're treated to an especially, how shall we put this diplomatically, out-of-touch-with-reality customer. They're drunk. They're irate about a scuff in their extremely expensive luggage. They're nasty, arrogant or clueless, or a combination of all three, and we on the other side of the TV screen yell at them. (OK, one of us does.) How badly do you wince when the show features the travails of air travel?
Again, you are seeing the drama the show's producers have compressed into 30-minute shows. I am looking forward in our second season to seeing a more balanced look at the travel experience we offer our customers. We reunite loved ones; we make business deals possible; and we allow divorced parents to both raise their children in different cities.
What's the biggest benefit for Southwest, marketing-wise? Do you see any direct correlation between each broadcast and ticket sales? How does the show fit into the company's marketing strategy?
On A&E, the show exposes Southwest to potential customers we might not otherwise reach. We also allow viewers to see the extraordinary lengths our employees will go to to help a customer in an unusual situation. It adds a dimension to our awareness efforts we couldn't afford to buy.
What are the financial arrangements? Do the producers pay Southwest a fee?
No. This isn't a commercial or advertising. It's a real-life documentary series. We are paid no fees to participate, and we do no paid advertising during this program.
With the growing ranks of reality shows, other businesses are likely to become the subjects for reality TV. What advice would you give a peer if a TV producer wants to feature their company on the front lines of a series? Should a company actively campaign to become reality subject matter?
A company has to have enormous confidence in its product and faith in its workers to allow such an unfettered view of its operations. Be sure you can live with what the cameras will show. I can't really say if it would make sense for another company to get involved in such a show -- only that company would know if it fits into its communication plan.
"Airline" was picked up for a second season, and Southwest is its airline of choice. You must like what you've seen so far. What would cause you to say "show's over"?
Our employees are proud of the show. We might not want to continue our involvement if it had a negative impact on our business, but that hasn't happened.
Bonus question: I love Yolanda. Can you see about transferring her to Chicago?
Isn't she terrific? I'll pass along your compliment!
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