Case Study: Southwest Airlines achieves democratized customer insights and time savings with Bloomfire

Southwest Airlines Democratizes Customer Insights With Bloomfire

Southwest Airlines, the largest U.S. domestic carrier with over 60,000 employees, relies on customer service and fare transparency as core differentiators. To keep marketing aligned with customer needs, teams needed faster access to customer insights—previously staff spent 30 minutes to two hours weekly hunting for information across silos.

By implementing Bloomfire, Southwest centralized and democratized customer insights across the marketing organization, making information easy to find and use. The platform saved the team time, increased cross‑department collaboration and creativity, and generated high demand in training sessions, demonstrating strong adoption and value.

Southwest Airlines

Sydney Leonard

Associate Manager of Knowledge Management