Good marketing is being upfront with your market. Southwest has always struck me as being great at marketing. But it looks like someone's evil twin has taken over. 
Late last Friday they sent out a newsletter to their loyal Rapid Rewards member. First off, who reads Friday promo materials? Ah, look at the bottom and you'll see this:
Effective December 8, 2007, Southwest Airlines reserves the right to amend, suspend, or terminate the Rapid Rewards program at any time, with 30 days notice. This constitutes a revision of Rapid Rewards rule #27, which currently states: Southwest Airlines reserves the right to amend, suspend, or terminate this program at any time, with six (6) months notice.
Which means that Rapid Rewards could go away in January 2008. And this is good "communications" with your customers? Building lasting relationships?
For those of you with a bunch of awards, I'ld start thinking about a couple of fall trips. Or maybe I'm just having a bad day.
I wouldn't expect anything less from the "Greyhound" of the skies.
Posted by: Peter | 14 June 2007 at 11:16 AM
Well, American has announced that a lot of mileage is going to expire for their "frequent fliers" who haven't been actually frequent flyers. I grok they would like to take that liability off their books...but, damn it, I flew all those godawful trips so shouldn't I be able to use the miles at my discretion?
I was presupposed to AA whenever possible. Now, not so much. Mebbe I'll just burn off 50,000 miles or so on - gee, I dunno - a set of Tupperware (those terrific mileage merchandise offers, yeah right.)
Posted by: Mary Schmidt | 15 June 2007 at 12:17 PM