Reference no: EM133154188

Southwest Airlines Democratizes Customer Insights With BloomfireAnswer ALL the questions in this section.

Southwest Airlines is the largest domestic air carrier in the U.S and employs over 60,00 people. The company was foundedin 1976 with the goal to "democratize the skies" and make air travel affordable for everyone. Today, the brand differentiates itself through its customer service and fare transparency. Because customer experience is central to Southwest's valueproposition, it's essential for their marketing team to understand what their audience wants and needs.

The ChallengeBefore 2018, it was challenging for Southwest Airlines' marketing team members to find customer insights, often taking employees between 30 minutes and two hours to find the information they needed. Additionally, the different marketingteams were siloed, and employees were often hesitant to share ideas across teams. Southwest realized they needed to make it easier for team members to find and leverage customer insights so that they could continue innovating anddelivering the exceptional experiences customers associate with their brand. They needed a tool that would allow them to centralize their customer insights so that their marketing team could easily find and leverage this information.The Solution Southwest Airlines' first step in improving their insights and knowledge sharing was adopting Bloomfire, which they used todemocratize research and insights across their marketing department. They identified a team of "Knowledge Ambassadors" to act as change agents as the company rolled out Bloomfire. These ambassadors were responsible for answeringquestions from marketing employees and identifying the knowledge from their team that should be included in the Bloomfire platform.The team also promoted a culture of knowledge and insights engagement by hosting a Bloomfire launch party, setting expectations for using the tool to achieve department goals, and modeling the knowledge engagement behavior theywanted to see across the department.

Bloomfire helped Southwest Airlines establish a single source of truth for their marketing department to find informationrelated to customers. The platform also helped break down silos between teams and encouraged marketing team members to share their work and ask questions about others' work. "It has people thinking in a new way and thinking outside the box,"said Sydney Leonard, Associate Manager of Knowledge Management.

Source: https://bloomfire.com/case-studies/southwest-airlines/

Question 1: Reading the case study above, what do you think is the value of customer insights in this company and how does the company derive value out of customer insights?

Question 2: Examine why there were silos at Southwest Airlines and illustrate how Bloomfire has solved this problem. In yourexamination, further indicate what significance does having knowledge ambassadors have on the transformation journey of Southwest Airlines.

Question 3: Propose how you could further facilitate knowledge sharing at Southwest Airlines given the value knowledge sharing has forthe company.

Question 4: Provide a critical view of how Southwest Airlines can measure its intellectual capital in order to maximize its knowledge assets.