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Communication Plan

Southwest Airlines is developing a communication plan to implement changes to their customer service program. The plan has four phases: preapproval to convince executives of needed changes, developing urgency for changes by sharing data with representatives, maintaining understanding of new roles and progress, and celebrating successes. The plan will use multiple channels, like weekly CEO audio messages, digital displays, training, and storytelling, to inform representatives and reduce resistance to changes aimed at improving customer service.

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594 views9 pages

Communication Plan

Southwest Airlines is developing a communication plan to implement changes to their customer service program. The plan has four phases: preapproval to convince executives of needed changes, developing urgency for changes by sharing data with representatives, maintaining understanding of new roles and progress, and celebrating successes. The plan will use multiple channels, like weekly CEO audio messages, digital displays, training, and storytelling, to inform representatives and reduce resistance to changes aimed at improving customer service.

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Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Southwest Airlines

Communication
Plan
BY
SUSAN LANCE

Introduction
For the implementation and adoption of new strategies to be successful
at Southwest, transparency and ongoing communication is needed
throughout the hierarchy of command. By developing a communication
plan, Southwest Airlines is creating a strong underpinning for
management and representatives to articulate, engage, and understand
why the change is needed. Employees will learn how their new roles
and responsibilities will impact workers and affect the bottom line.
To increase communication across all functions, and reduce resistance,
senior leaders (change agents)are developing a communication plan to
energize customer representatives on the new vision and goals of the
customer service program. The plan will also keep employees informed
of any changes to their positions, and how the change is progressing.

Launching the Plan


The stakeholders at Southwest Airlines have diagnosed problems in
the behavior of customer representatives, affecting their ability to
provide top-notch customer service. A communication plan will be
developed to align new behaviors with objectives, goals, and
outcomes. The first phase of Southwest Airlines four phase
communication plan is:
1.

Preapproval-The change agent will persuade top executives on


why a change is needed.

Urgency

Data

Vision articulated (Spector, 2013)

The Need For Change


Southwest Airlines executives will inform representatives on the results
of the analyzed data collected from interviews, surveys, and behavior
observations, the issues detected, and how the information gave rise to
the rationale on why a change is needed (Spector, 2013).
2.

Developing the need for change

Explain problems

Articulate vision

Sense of urgency

Benchmark data

Steps of plan

Employee's matter (Spector, 2013)

Midstream Change
In the middle phases of change, Southwest Airline customer
representatives need to understand the progress that has been made since
the change intervention was implemented in the organization (Spector,
2013).
3.

Middle phases of change-Understanding

Feedback

Understanding new roles, procedures and responsibilities

Representatives must remain energized

Timely, clear messages matter

Multiple communication channels (Spector, 2013)

Channels of Communication
The CEO of Southwest Airlines will record a weekly audio message to representatives
that will be available on Monday mornings. Reps can access the message through a
toll-free number or via podcast on employee blog (Harrison, 2013).
Some communication channels for reps to help comprehend their direct impact on
company strategy, and the status of organization progress in reaching goals.

Digital displays with video in common areas/customer service scores

Daily communication on customer service and training (Harrison, 2013)

Microsites-aligning new reps with basic principles

Seminars-motivational speakers (Harrison, 2013)

Brochures-new mission, vision, and values

Videos of employee testimonials-helps reps understand strategies

Storytelling-Reps sharing stories of how they made a change (Harrison, 2013)

Change agent blogs (identifying employees who have embraced change)

Confirming the Change Phase


In the final phase, Southwest Airlines will plan to communicate and
celebrate the new changes that have been implemented
successfully (Spector, 2013).
4.

Final phase of change

Communicate success

Celebrate each win

Discuss change experience

Position company for next change (Spector, 2013)

Conclusion
The communication plan enforces employee commitment and
creates an environment of energy and enthusiasm. Numerous
resources have been provided in the communication plan to address
the new changes and impact on the employees and organization.
The Southwest Airlines communication plan provides clarity,
direction, and support during the customer service change process.
It encourages leadership, management, and customer
representatives to have open, direct, and honest communication
that will transcend up and down the chain of command. The plan
answers questions about customer service changes. It reduces
employee rumors and misconceptions in the organization.

References
2013, April 30). Building connections between employees and
strategy. Retrieved from
http://
www.prsa.org/Intelligence/Tactics/Articles/view/10168/1077/
Building_connections_between_employees_and_strateg#.Vc7VvlVhBc
Spector, B. (2013). Implementing organizational change: Theory
into
practice (3rd ed.). Upper Saddle River, NJ: Prentice Hall.

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