Southwest’s no charge for change fees


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#670 in the Purple Goldfish Project come from Southwest Airlines. Southwest stands for ‘freedom’ in air travel. Following up on the successful ‘Bags Fly Free’ program, Southwest introduces the next chapter in eliminating fees:

southwest change fees

‘No charge for change fees at Southwest. Saving customers upwards of $150?

At Southwest fees are a four letter word, a very bad four letter word. Here is a rundown of how they treat fees:

Marketing Lagniappe Takeaway: Fees don’t fly at Southwest. Sometimes marketing lagniappe is not about what you give, but rather what you decide not to charge for.

Today’s Lagniappe (a little something extra) – Here is a spot from ‘The Fee Court’. If my math is correct, the pay-per-click is $50:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? Are you Giving Little Unexpected Extras?

What’s Your GLUE?

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Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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