That is when customers and employees feel welcomed, cared for and appreciated. We want to do something that’s not only setting up our people for success, it gives them tools and details around customers to deliver hospitality the way we define it at Southwest Airlines. “It took a lot of heavy lifting and collaboration across multiple teams to drive the point home. “It was important for us to identify a way to bring data that existed across multiple systems to life in contextual way for our frontline people to be able to serve customers and deliver the hospitality we want to deliver at Southwest,” he continued. The ambition is to bring all customer touchpoints together, and make sure the data presented to staff and in the digital space ensures touchpoints become more relevant to each customer, Ashworth said. Read more 7 ways to bridge the chasm between marketing and customer experience We now have multiple work groups we’re partnering with in order to make it a broader enterprise initiative.” “We partnered with technology and it quickly became much more than a customer service initiative. “As we started to get more into it, and socialised the thought of what we wanted to do by bringing data to the frontline, we started to interact with marketing, corporate sales and more, and quickly realised some foundational data work needed to be done,” Ashworth said. Yet in the beginning, the use case for Service Cloud was narrowly focused on customer support.
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This will give us a full picture of customers and their journeys.”
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“We’ll connect up Service Cloud with our partners who use Salesforce products, plus our corporate sales department, which uses a version of a Salesforce product as well.
“CRM and Service Cloud console gave us that opportunity. But as we grew, we knew we needed more,” Ashworth explained. This allowed us to beef up our rep rewards program, connect with customers and show rep rewards points and travel journeys across multiple teams at Southwest. We had a homegrown loyalty tracking system we’d used for almost 10 years and it served us well.
“Previously, we didn’t have a ‘CRM’ solution. Southwest Airlines is already a longstanding Salesforce Sales Cloud client. This will see staff using the technology for all forms of service engagement, consolidating what was 15 systems into one. In November, the team began rolling out Service Cloud to several more employees, and expects to have the platform in all contact centres by the end of Q1, 2020. Today, the airline is seeing 30 per cent of such engagements occurring via chat. This allows mobile app customers to interact with contact centre staff using chat capability. Southwest debuted Service Cloud in early 2019 across three contact centre locations initially - Albuquerque, Chicago and Phoenix – using chat capability. “Ultimately, this turned out to be something that was better than just a tool for our people sitting in the customer service department,” Ashworth said.
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