It runs contrary to conventional wisdom, doesn’t it? Southwest Airlines is known for affordable fares. So you’d think they’d skimp on service. But they’re one of the few corporations to understand that service is a function of human interaction. And Southwest’s people interact with their customers. No frills. No added expense to Southwest. Yet they remain in the black as competitors bleed red ink – and they continue to earn the highest satisfaction scores in the industry. Great service is free – and priceless. How’s yours?