Southwest Airlines

Southwest Airlines All-New Rapid Rewards Program Takes Off with Siebel Loyalty

Southwest Airlines partnered with Loyalty Methods to revamp their existing Rapid Rewards loyalty program. The All-New Rapid Rewards solution was built on the Siebel Loyalty platform and, is the largest Siebel Loyalty implementation ever done for an Airline to date.

Joe Migis, Sr. Director of Technology, stated that “Loyalty Methods’ strength was the people they brought to the project. They have a phenomenal understanding of the product and a get it done attitude that matched up well with the legendary Southwest Airlines Warrior Spirit.”

The innovative program rewards customers based on value and profitability has better value proposition for both customer and Southwest. the Program now allows members to redeem their points for every seat available, with no blackout dates or seat restrictions.

According to Gary Kelly, Southwest Airline’s CEO and President, the new program will generate several hundred million dollars in revenue through strategic cross-industry partnerships. Ryan Green, Senior Director of Customer Loyalty and Partnerships says, “The new program is the single biggest product launch in the history of Southwest Airlines.”


“The new program is the single biggest product launch in the history of Southwest Airlines”

Some of the key Benefits:
  • Large scale data migration of millions of members along with their existing credits and flight flown history into new Siebel Loyalty application with minimal downtime.
  • Currency conversion from credits to the more granular point-based currency increases program profitability by cross-industry partnerships.
  • Enhanced tier structure and redemption options allowing for improved functionality for A-List members and points rules.
  • New and powerful ways to define ad hoc promotions which will help further capitalize on Rapid Rewards Program.
  • Support for substantial future growth of the Rapid Rewards program and partners.
  • Interface with large number of internal and external applications such as Southwest.com, Reservations, Kiosk, IVR and program partners.

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