The core values are "humor, altruism, and "luv", the company's stock ticket symbol," says Kelleher (Case Study, Herb Kelleher). Serving the customer is Southwest's major focus and goal for all employees. As Fortune magazine stated, "Treating the customer right is a lot easier when employees are treating one another that way (Chakravarty, 50)." These core values of Southwest produce employees who are highly motivated and who care about the customers and about one another. .
Southwest uses training as an important motivation tool. Employees are re-familiarized with the company's culture, mission statement, and corporate identity. Regular training prevents mistakes on the job, and new contacts are made. Because employees perceive that they are respected, valued, and informed at all times, they tend to be more involved in the company and are more highly motivated. This, in turn, usually leads to higher performance. Regular training for all employees also tends to decrease hierarchical thinking.
Southwest employees have also been known to motivate themselves by writing letters to upper management commending their fellow coworkers much like a customer may do (Bunz 164). These letters are valued as much as a letter that may be written by a customer. Of the motivational tactics that have been used by Southwest, the one that is most interesting is when the company acquired a small regional airline. After the acquisition, company employees personally sent cards to the employees that worked for the former small airline, welcoming them to the Southwest family. This tactic goes back to the idea that people generally have the desire to feel special (Bunz 164).
Southwest has a hands-on approach in which management becomes actively involved. While they often direct work, representatives of upper management participate in lower level work because of a belief of equality and to publicly demonstrate their commitment to high standards through their work.
