Southwest Airlines ranks highest for customer service among U.S. carriers, according to a recent UserTesting Airline Customer Experience Index report, though overall performance remains underwhelming.
Southwest earned the top spot primarily because travelers found it quick and easy to find flight information and services online, including tools that help calculate the final cost of a trip with baggage fees included.
The report evaluated multiple aspects of airlines’ online experiences, such as website design, perceived credibility, and whether the digital experience met or exceeded customer expectations. The findings are based on a survey of 1,000 travelers who interacted with airline websites and apps.
Despite taking first place, Southwest still fell short of truly exceeding customer expectations.
“As customers are primed to expect excellence from the companies they interact with the most, merely providing a positive experience is not enough to delight them,” the report states. Overall, the top 12 North American airlines delivered disappointing results: even the top four performers scored only in the “Okay” range, and none achieved a “Good” or “Excellent” rating.
The study included Alaska Airlines, American Airlines, Delta Air Lines, Frontier Airlines, Hawaiian Airlines, JetBlue, Spirit Airlines, United Airlines, and Virgin America. Virgin America placed second overall, while Spirit finished last by a wide margin.
The report highlights a broader issue in the industry: customers expect seamless, transparent, and informative digital interactions, and many carriers have room for improvement. Clear pricing tools, fast access to critical flight details, and credible, user-friendly website design are key areas where airlines can improve their online customer experience and better meet traveler expectations.