| HBS Case Collection
(Revised from original 2001 version)
Rapid Rewards at Southwest Airlines
Southwest Airlines is well known as the low-fare airline that has achieved ongoing financial success in one of the most financially troubled industries in the United States. Told from the perspectives of two Southwest customers--a frequent flier and a more typical customer--the case revolves around two customer service requests from the frequent flier, both of which provide a compelling temptation to cater to the satisfaction of the airline's highest revenue customers. The requests are intriguing because they would neither add cost nor increase the turnaround time of Southwest's service.
Frei, Frances X., and Corey B. Hajim. "Rapid Rewards at Southwest Airlines." Harvard Business School Case 602-065, August 2004. (Revised from original September 2001 version.)