Southwest Goes South, Turns to CRM for Salvation†

Airline's Recent PR Turbulence May Have Also Exposed Some Brand Issues

Advertising Age, March 10, 2008 — Want to get away? Southwest Airlines is probably asking itself that after experiencing one of the most embarrassing moments in its history.

The airline had a major PR crisis on its hands last week when the Federal Aviation Administration issued it a $10.2 million fine, saying the carrier misled the agency about the inspection of planes for fuselage cracks. The airline, which has recorded 35 consecutive years of profitability, said the problem boiled down to a computer error and at no time was passenger safety compromised.

Choosing not to take the advice of its popular ads, the company dealt with the problem head on by speaking with the media; issuing a statement on its site; addressing the issue on its corporate blog; and letting CEO Gary Kelly, who called the fine unfair, play the role of punching bag during an in-studio interview on CNN, which is now available on Southwest's website.