I fly SWA a lot. I love their philosophy, how they do business, and how I am treated. One of their core tenets is loving their customers and being heart-centered. I think it’s their most potent differentiator.
Their latest way of showing customer love is with their “Heart of Travel” personalized artwork project. I got an email saying this:
And it gave me a link to “View your artwork” which told me Southwest is celebrating my loyalty to them by creating a custom-made work of art based on my flights with them this past year.
It’s not just a random piece of art. It’s an actual representation of my flights with them, which makes it strategically aligned with their business objectives, their brand, and my customer experience (media story here).
Here’s a video about how they came up with the idea and actually generate the individual works of art. Pretty cool stuff.
And… without further ado, here is my very own “Heart of Travel” one-of-a-kind SWA poster representing all my 2016 SWA flights.
Now imagine a med tech company or healthcare system or insurance company or non-profit taking this same idea of: a) celebrating its customers, providers, or patients, b) providing them a unique gift that both surprises and delights them, and c) employing an approach that is authentic, on purpose, and on message. The creative possibilities are endless, and the payoff I believe enormous.
Where does it start? By loving your customers.