Southwest is a company that values their customers and as such tries to provide them with the ability to have the best service that any airlines can give to them. As a result, I believe one idea that southwest can do to improve their already great customer service is to always be one step ahead on the technology aspect. This can be important to Customers because, as we progress towards the future, convenient technology can become important to customers. What I mean by convenient technology are things that technology can do to help the process of buying your ticket, boarding, seating, and other various aspects of the customer experience. Another idea that can help, is to provide customers with low-cost and maintain their base of operations