All companies care to some degree about their customers or they wouldn’t be in business. Some do a better job than others making them happy. Southwest Airlines is a brand that cares about customer satisfaction, even to the detriment to its bottom line (not instituted baggage fees costs them an estimated $732 million annually*). Here’s the rub: in the long-term, passengers are more likely to return to Southwest because of how it makes them feel.
Southwest’s brand building can teach us a lot about messaging. A presentation built around your audience’s point of view instead of yours makes them feel that you care about them. This increases the likelihood that you will be invited back for a follow-up. Sacrificing what is easy for you in the short term helps build better relationships and better branding in the long term.
*Travel Weekly “No bag fees strategy could help Southwest in the long run” by Michael Fabey