Colleen's Corner

As seen in this month's edition of "Spirit Magazine"

Southwest’s Mission Statement¹

It seems de rigueur now for every company to have a mission statement, a necessity similar to issuing an annual report. As an early adopter—we wrote our current version in January 1988—I guess we’re partly to blame for the trend. But we feel that our own Mission Statement is a vital communications piece because it succinctly describes our goals as a Company.

Did you read the Mission Statement to the left? You’ll notice that neither part says anything about flying airplanes, making a profit, or even making a return to Shareholders. These omissions were deliberate. It seems redundant to tell you that as an airline we fly aircraft, and you already know that every Company is in business to earn a profit and provide return to its financial backers. Instead, we use our Mission Statement to explain how we will accomplish these business goals.

Southwest Airlines is, first and foremost, a Customer Service organization. We simply use aircraft to deliver this product. After all, our 737s are similar to and apply the same laws of physics as everyone else’s aircraft. It’s really our Employees, who serve you in the course of your travels, and you, our fantastic Customers, who make Southwest Airlines unique. With that in mind, our goal of serving you with a “sense of warmth, friendliness, individual pride, and Company Spirit” is not just what comes naturally to our Employees. It’s also the pledge we’re committed to honoring each and every day.

Of course, our Customer Service package is totally dependent upon those Employees. Without Employees—and without the right Employees—we would have at best poor Customer Service, and poor service means no more Customers. That’s why we have directed an even longer portion of the Mission Statement toward our Employees, whom we consider our Internal Customers. There, we outline our commitment to our Employees, guaranteeing job stability and personal and professional growth. I am very proud that we have upheld this commitment for the nearly 37 years we have been in business. Unorthodox thinking is a Southwest way of life, and our Mission Statement celebrates the creativity and innovation that leads to improvement. And finally, we promise to abide by our Golden Rule: We will treat our Internal Customers the way that they are being asked to treat our External Customers, or Passengers.

Our total Mission Statement adds up to less than 100 words. Out of all the words we have ever written at Southwest, these were probably the hardest—but most meaningful—because they describe what you should expect and what we should provide on every flight. No, we aren’t perfect (and you aren’t shy about telling us that!), but we work hard to live up to our Mission Statement with each Customer on every flight.

Colleen Barrett
President, Southwest Airlines

¹This column was written January 3. Due to the long lead time required in printing a monthly magazine, I provide the date so the reader may place the column in its proper time context.

Did You Know…

• Our Mission Statement divides into two parts: The first addresses our Customers and the second our Employees.
• The first portion reads: The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.
• The second section reads: We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.