You Should Follow Southwest's Customer Service Example

I am fortunate to fly nearly every week on the best airline in America, Southwest Airlines. I fly so often on Southwest that I am Companion Level Flyer in their rapid rewards program, which means whenever I travel I can bring someone with me for free! (Pretty sweet perk if you ask me!) My lofty status in their rewards program means I receive a variety of other benefits that improve my quality of life when I travel. 

As often as I fly on Southwest I am amazed how infrequently Southwest makes mistakes. This simple fact is one of the reasons why I am so loyal to Southwest. As great as Southwest is at delivering a consistently superior flying experience, from time-to-time there are issues. It is important to understand that there are two reasons why the flying experience is negative. Believe it or not, there are times when even the great Southwest Airlines drops the ball and makes a mistake. There are also negative flying experiences caused by issues like weather, that are out of Southwest’s control.  

There are 5 strategies that Southwest employs to engender my loyalty and its these strategies you should strive to emulate as a senior living provider:

1. Southwest makes “real” mistakes a rare occurrence

2. They handle “real” mistakes and “uncontrollable” challenges in the same way,  with the goal of fixing them quickly and making the traveler happy

3. Southwest’s front-line employees have the freedom and the tools to fix challenges for customers

4. Customers receive something unexpected when faced with travel issues

5. Southwest does a great job thanking customers for their loyalty

Make “Real” Mistakes a Rare Occurrence

An organization which strives for operational and care/service delivery excellence still makes the rare real mistake. Southwest has my firm loyalty because of their operational excellence (like on-time departures and arrivals) and value (free luggage, no change fees and low fares). I forgive the “rare” mistake as a result and your residents, caregivers and referral sources will do the same. 

My evidence for this are the studies showing a correlation between objective measurements of quality such as overall CMS 5-star ratings and excellent residents satisfaction survey results and census strength. 

Fix Mistakes (Real and Mis-Understandings) Quickly

Use the same approach Southwest uses:,om our “real” mistakes and uncontrollable factors like “misunderstandings or misconceptions” the customer has about how we are delivering services and care. Model Southwest’s approach and treat every issue in the same way. A delay caused by weather is out of Southwest’s control, while mechanical issues with planes are within their control. Their employees handle both challenges in the same way, their model is simple to follow: 

1. Apologize whether it’s a “real” mistake or something out of your control 

2. Understand the customer’s perception of the problem, its impact on them and the situation

3. Offer a solution that works best for the customer

Let Front-line Employees Fix Complaints

In 90% of situations where Southwest had to help me with a customer service problem it is the front-line employees (ticket counter reps, gate agents and flight attendants) who immediately provide the solution without help from their managers. As the Administrator you should create a culture where front-line team members can fix customer service complaints without going to a manager, department head or to you.

Now there are times the Southwest front-line employees do not have the means to fix a traveler’s issue and had to get a manager. In a couple of very rare circumstances I had to ask to speak with a manager. In every situation a manager had to get involved with one of my customer service challenges I have always been highly satisfied with the outcome. 

As the Administrator you should encourage front-line team members to bring complaints to their department heads to be solved. In the event the department head can’t fix the problem they know to bring the problem to you. Remember, praise your team members for bringing the problem to your attention because they couldn’t solve it. Coach them on techniques they could have used to solve the problem without you. 

There are times when a front-line team member fixes a problem and you don’t agree with their approach. It is important for the Administrator and Department Heads to start by praising them for taking the initiative to fix a resident’s/caregiver’s problem and then make it an opportunity to build their skills through coaching or training on alternate ways to handle complaints. 

It is easy, especially in emotionally charged situations, for team members to fall back on certain responses which should be avoided.  By avoiding these responses you will put yourself in the best possible position to turn around a customer complaint. 

1. Don’t make excuses or get angry with a customer for their frustrated behavior that results from a complaint. Try to put yourself in the customer shoes. 

2. The most damaging excuse team members use in response to customer complaints is: “We’re understaffed!”  This undermines significantly their trust in you and reduces your chances of creating a satisfied customer.  

3. It is common to dismiss the family’s complaints because they are “crazy” or have unrealistic expectations. This absolves the team from responsibility for fixing the problem because it is “unfixable”.  Avoid this behavior at all cost. 

Provide the Customer with Something Unexpected

On numerous occasions I have received from a Southwest employee a “Luv Voucher” to compensate me for my travel challenges even when it was something out of their control. I am always appreciative of these efforts. I am even happier when I don’t expect it. Southwest isn’t the only company that I have had this experience 

I encourage clients to consider giving families who have complaints a gift card to a restaurant or send flowers to their home as an apology. If the resident is paying privately, give them a discount on their next bill commensurate with the severity of the customer service challenge they have experienced. Even a small nicety like offering to get the family a drink, snack or get them something larger from the kitchen could make a difference with families. Trust me, I do appreciate it when Southwest gives me a free drink when a flight is delayed.

By the way, why do we have to wait for a customer service complaint for us to offer families small niceties? Provide a “welcome basket”, offer free newspapers for residents (and caregivers/visitors), provide a small fridge in their room and stock it with water or juice. Hampton Inn, the Hilton Hotel’s brand, offers free afternoon cookies (love ‘em) and newspapers for travelers.  

Thank Customers for Their Loyalty

Consider the life-time value of a new patient or resident. A patient who is admitted to your sub-acute rehab center or home health care agency for the first time is very likely to need those services again.  ALF, IL, Hospice, Adult Day Care and Personal Care Service providers may not experience multiple admits/move-ins from the same individual, but, can provide care for multiple members of the same family.

You should develop strategies (beyond great services and care) that develop customer loyalty beginning with their initial experience with you. Great care and services combined with unexpected niceties is a strategy to help you develop a long-term relationship with a patient/resident and their family and maximize their life-time value to your organization.

Southwest’s customer loyalty program is the best in the industry. Frequent flyer points can be used on any flight with open seats and the points needed to book a flight is based directly on the cost of the flight. As you accumulate points, you can achieve A-List Preferred status and get free wifi on planes and priority boarding status.  The highest status is a Companion Pass where in addition to A-List Preferred benefits, you can have a companion fly with you for FREE for a year.

You may not be able to create a program to incentivize Medicare/Medicaid patients to return but you can do small things which make your stay memorable and keep the individual and family connected to you after they leave.  Here are some examples:

1. One of my sub-acute clients has a nurse navigator program which calls the discharged patient once a week for 90-days to check-in on them, see how they are doing and make sure they keep their post-discharge appointments. 

2. Create educational and social events for discharged patients and their families to attend, which helps them stay connected to your facility or program. 

3. Invite former residents’ family members to educational and social events at your community. 

4. Create value-based resources for your existing and former customers. 

5. One of my clients created an “adopt a paw-paw” (grandparent) program to enhance their relationship with existing residents and their families. 

Quality and census/revenue are directly related!  Emulate Southwest's commitment to delivering quality services and approach to customer service and this will support your effort to grow and maintain maximum census.