I had my wallet stolen recently and had to deal with my bank, credit card companies, the DMV and Southwest Airlines (I was flying two days after my wallet was stolen and was concerned about identification). I spoke to 14 customer service representatives at 4 companies in one day. I was blown away by how helpful, nice, friendly, supportive and sympathetic the customer support at Southwest Airlines was. They were personable and interactive. They went out of their way to suggest things for me to try.
When I have the choice of airlines I'm definitely going to be selecting Southwest Airlines.
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