More than thirty years ago the key ideas for Southwest's customer service were born inside Herb Kelleher's philosophy.  His proposal included low fares, frequent flights and point-to-point transportation, which has satisfied the customers wants and needs.  However, this philosophy does stand-alone.  Employees attitudes and behaviors are equally important in the foundation of customer service.  Southwest Airlines hires on interpersonal skills rather than on technical skills.  They believe employees must have the desire to help others.  They seek people with spirit, spunk, enthusiasm, and sense of humor (Laszlo, 1999) because these are the traits which at the end have the greatest impact on customers.  Employees are always encouraged to be innovative and take action when management is not around.  In order for employees to provide customers the best service in the sky, Southwests promotes a flexible business culture built on trust and loyalty.  In other words, customer service begins at home where employees common bond transcends the ideologies of traditional business.  Southwest Airlines open culture encourages employees to make changes where risk-taking is praised rather than punished.

In this organization the central focus is to build a fun working environment where the employees positive outlook is passed down to the customers.  Therefore, having the right attitude is vital for Southwest's interest.  Southwests employees reflect the good company's name with their friendly and courteous attitude.  An anecdote that reflects this was a Southwest Airlines captain who helped the baggage handlers when his flight was behind schedule (Laszlo, 1999).  It is here, where the origin of customer service continues growing stronger.  United employees are equivalent to satisfied customers where hierarchy is erased from the organizations structure.  To achieve a higher standard of demand Southwests employees work everyday on improvement.  Effectiveness is their engine of motivation where personal achievements become assets for the company.  This participative culture is what gives customers the best air travel service.  Even though customers are second on Southwests priority list, they at the end receive a far superior treatment where their needs and wants are satisfied by a qualified team whose goal is to give out love.  The airplanes logo (heart with wings) speaks by itself.