Proactive Leadership in a Self-Service World

1. Proactive Leadership in a Self-Service World NACCM 2011 Fred Taylor, Jr. Southwest Airlines, Inc.

2. Proactive Leadership in a Self-Service World Agenda: Fred’s Leadership Background (at Southwest Airlines) Leadership Drivers Proactive Thinking Real Example (at Southwest Airlines) Questions

3. Proactive Leadership in a Self-Service World Key Takeaway: • Understanding a Proactive Leadership Mindset.

4. Proactive Leadership in a Self-Service World 1. Fred’s Background: • Change Leadership (at Southwest Airlines) for 15 Years • Implementing New/Proactive Ideas/Concepts Locally and • Across the Organization • Thinking Strategically and Fostering Collaboration

5. Proactive Leadership in a Self-Service World 2. Leadership Drivers: • What do Customers want? • What do Employees need? • What are the Business Challenges?

6. Proactive Leadership in a Self-Service World 2A. Customers Want: • To be Independent Operators • To Roam Freely via Mobile Connectivity • Solutions to be “hand delivered”

7. Proactive Leadership in a Self-Service World 2B. Employees Need: • Trust (to do their jobs) • Guidance (vision and feedback) • Recognition (on a regular basis)

8. Proactive Leadership in a Self-Service World 2C. Business Challenges: • Change—inevitable and constant • Revenues and Costs • Keeping People Happy

9. Proactive Leadership in a Self-Service World 3. Proactive Leadership Mindset: • The Way You Think • The Environment You Create • The Actions You Take

10. Proactive Leadership in a Self-Service World 3A. Thinking Proactively: • Foresee problems as opportunities. • Envision a greater good. • Set SMART goals.

11. Proactive Leadership in a Self-Service World 3B. Creating a Proactive Environment: • Hire intuitive thinkers. • Outline simple/clear objectives. • Provide resources (to get the job done).

12. Proactive Leadership in a Self-Service World 3C. Proactive Leadership Actions: • Provide endless support. • Walk the talk. • Teach employees to be self-sufficient and team players.

13. Proactive Leadership in a Self-Service World Ultimate Objective: • Making a unique/positive difference in the lives of your • employees, for your customers, and on behalf of your • company.

14. Proactive Leadership in a Self-Service World 4. Southwest Example: All New Rapid Rewards (ANRR) Program • Customer Implications • Employee Implications • Business Implications

15. Proactive Leadership in a Self-Service World 4A. ANRR Program: Customer Wants • Liked simplicity of the old program, and were concerned about • balance/conversion. • Small % of very loyal customers; but the majority of the • RR Members were not experiencing the full benefits. • Better self-service platform (GUI)

16. Proactive Leadership in a Self-Service World 4B. ANRR Program: Employee Needs • Learn the new product and tools. • Faced with increased customer volume, confusion, and anxiety. • Lots of support, encouragement, and info/updates.

17. Proactive Leadership in a Self-Service World 4C. ANRR Program: Business Challenges • Outdated program (not in line with current biz practices). • Costs were outweighing the returns. • Very open, honest, and positive about the benefits (of the • new program).

18. Proactive Leadership in a Self-Service World 4D. ANRR Program: Leadership Objectives • Readiness—Technology, Training, Communication, and • Support Collaboration • Recovery—Information, Staffing, and Updates • Humility—Accept Responsibility; Fix Problems; and Stand Up • for Decisions and Employees

19. Proactive Leadership in a Self-Service World 4E. ANRR Program: End Result • Short-term—Technical Failures, Confusion, and Frustration • Overall—Very Positive Results • Long-term—Win/wins for the Customers and Company

20. Proactive Leadership in a Self-Service World Questions?