Southwest Airlines (NYSE: LUV) last night unveiled a Listening Center devoted to engaging with Employees and Customers in real time. Located at Southwest Airlines Headquarters in Dallas, the Listening Center is the first of its kind in the domestic airline industry. It serves as the airline's nerve center, integrating traditional media, social media, and operational data to allow various functions to move quickly and efficiently from insight to action.
The Listening Center is staffed seven days a week with Southwest Employees from the Customer Relations, Communication, and Marketing departments. The Employees are available around the clock to answer questions, engage with Customers, and share feedback across the organization to enhance the Customer experience.
"The Listening Center symbolizes our commitment to listening to our internal and external Customers, and taking that feedback to make smarter business decisions," said Linda Rutherford, Vice President Communication & Outreach at Southwest Airlines. "As we continue to evolve as a social business, we'll connect with our Employees and Customers in ways that are meaningful to them."
The Listening Center works closely with Southwest's Network Operations Control center (NOC), and has staffed a satellite Listening Center within the heart of the NOC to relay real-time feedback from Customers as operational challenges arise. The satellite Listening Center allows Employees on the Social Media Team to proactively communicate with Customers as operational updates become available.
"The best companies are innovating at the speed of the customer," said Scott McCorkle, chief executive officer, Salesforce ExactTarget Marketing Cloud. "Utilizing our technology, Southwest Airlines is connecting with their customers to deliver a phenomenal customer experience."
Southwest Airlines is regarded as a pioneer in the social media space and has been recognized in many ways for embracing social technologies. The Nuts About Southwest Blog is a PR News Hall of Fame inductee, and many social media campaigns and Social Media Team members have been awarded best-in-class recognitions.
The Listening center was designed by Corgan and built by Structure Tone. The visualizations displayed within the facility are powered by Salesforce ExactTarget Marketing Cloud's Radian6 Command Center and Crowd Reactive. The technology allows Southwest to quickly identify hot topics, influencers, trends, and consumer-generated media.
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