Constantly Talk to Customers
When it comes to truly understanding how we are doing in our businesses, there's nothing better than asking our customers. Kelleher was almost fanatical about it.
He is legendary for boarding airplanes all the time and talking to various customers and employees. Some customers have said that they've even talked to him more than once over a period of years as he's went about his business.
Kelleher wasn't asking powerderpuff questions either. He asked them how Southwest (LUV) was performing in a variety of areas, looked for trends, along with any potential inconsistencies.
This was part of Kelleher practicing what he preached. Concerning focusing on their customers he said: "We tell our people, 'Don't worry about profit. Think about customer service.' Profit is a by-product of customer service. It's not an end in and of itself."
Historically, this has been the key difference between great managers and companies and poor managers and companies. Those that focus on the customer experience and look for feedback and respond, will outperform other companies in all key areas - including profits.
As he said one time: "Customers are like a force of nature: You can't fool them, and you ignore them at your own peril."
Kelleher lived this and taught and showed his people to do the same. The results show that continually communicating and asking for customer feedback and adjusting to their legitimate complaints and input is the way business should be practiced. Those that do this will see the bottom line take care of itself.
Other Herb Kelleher Sources:
Herb Kelleher on the Record, Part 1
Belief Model for The Leadership of Herb Kelleher (Southwest Airlines)
Herb Kelleher, Chairman, CEO and President, Southwest Airlines
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