"Southwest Airlines needs to refresh its brand by investing in technology. A low-cost carrier does not mean low-tech management systems. Southwest Airlines needs to reevaluate its corporate communications strategy when dealing with management crises: not just reporting how many flights are cancelled each day, but what actions are taken to care and compensate the passengers. Southwest should also consider forging a partnership by codesharing, which may alleviate the crisis by moving some of the passengers by its partners during a crisis like this. Any of the above concrete actions and improvement, along with apologies from the senior leadership, will win back customers. Moreover, in addition to timely compensations, one other way to win back passengers is to consider offering extra miles."