Alas, my LUV affair with Southwest dims

There’s an update to this here. I’ll link to the new posting as soon as I get it up. Southwest is back in my good graces. Well, except for that stupid Sports Illustrated swimsuit-decorated plane. What were they thinking?

Dear Southwest,

You probably don’t know how many times I’ve sung your praises, but it’s been often and it’s been in print. Well, now I have a criticism and a big disappointment.

My husband, Wessel Kok, and I were planning to use our Rapid Rewards Awards in April 2009 before they expired. But then we had to change our plans. So we decided to take you up on your kind offer to extend the expiration date “for a year” for an additional $50. Wessel’s Award was to expire on April 25, 2009, and mine on May 15, 2009. We already decided we’d likely use them for a trip to Boston in April 2010. (We’re so happy you’re adding Boston!)

When I called to extend mine I was told that the one-year extension started the day I requested it, so would expire Feb. 19, 2010. That is not good customer service! That would be in effect cutting three months off my rewards time! So I chose to wait and call back mid-May, so it would be good until May 2010.

The LUV affair with Southwest is fading

The LUV affair with Southwest is fading

I called Wessel to warn him. Too late. Not only had he already extended his a few hours earlier, he specifically verified that the new extension date was April 25, 2010. “Are you sure,” I asked him twice. “Yes,” he said. “Well, if I were you I’d call back and check.” Sure enough, the new representative he got told him the expiration date is Feb. 19, 2010. Not only did he lose two months on his award period, they said they couldn’t change the date or issue him a refund. So there goes our awards trip to Boston in April. Even I called and pleaded his case, to no avail, though I was encouraged to write a letter to Customer Service. And so here it is.

To your credit, I see that you do have something on your website (the rep helped me locate it) that says “Awards are reissued with a new, 12-month validity period that begins on the date that the request is processed.” Funny how that one rule is listed in bold type, when the others aren’t. That leads me to believe this happens to many customers, and I’m sure they’re as unhappy as we are.

The crazy thing is you also have a very generous Award policy on the flip side. If a customer doesn’t use or renew an Award, he/she has up to two years to still extend it for $50. Now that sounds like the Southwest I know and LUV. So on one hand you’re in effect giving some people extra years, while on the other hand, you’re short-changing those of us who are trying to plan ahead and didn’t read the fine print or, even worse, were given the wrong information.

What I’ve often praised Southwest for is making it easy and affordable to make changes. In this instance, you’ve fallen very, very short. At least by a few months. I’d LUV to hear how you justify this consumer-unfriendly rule.


Diane Daniel, a very loyal customer

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One Response to “Alas, my LUV affair with Southwest dims”

  1. karel Says:

    Sometimes you should carefully read the articles written in (very) small characters, but yes in some contracts there are conditions written in bold that have a kind of booby trap property. It is all done to get you angry. And it takes effect. Sorry enough

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