Southwest Airlines is the largest domestic air carrier in the U.S and employs over 60,00 people. The company differentiates itself through its customer service and fare transparency. Because customer service is central to Southwest’s value proposition, it’s essential for their marketing team to understand what their audience wants and needs.
Southwest’s customer insights and other teams throughout marketing were typically spending between 30 minutes and two hours searching for information every week. They needed a tool that would allow them to centralize their customer insights so that their marketing team could easily find and leverage this information.
Implementing the Bloomfire platform allowed Southwest to democratize insights across their marketing department. Sydney Leonard, Associate Manager of Knowledge Management, says that Bloomfire saves her team time while getting people across departments thinking outside of the box.