The Colleen C. Barrett Institute

for Cultural Excellence & Customer Service

In Colleen's Words

When I was approached about headlining an institute about the Culture and Customer Service of Southwest Airlines®, I confess it took me a little while to get used to the idea. There are few things I shy away from more than being the center of attention.

I’ve always been most comfortable “behind the scenes,” even as Southwest Airlines began to grow years ago (and my position along with it). I was truly just one piece of a much larger relationship between our Company, our Employees, and our Customers. As Southwest Airlines grew, we all grew. It was our experiences together that led to good ideas, that became good practices, that helped define our own way of thinking about work, taking care of our People, and being in selfless service to others.

Our sense of Family is at the Heart of our Culture and Customer Service, and I could not feel more privileged to be part of it and to welcome you as you explore these truly unique elements of our story. I hope you will stay awhile, laugh a little, and maybe learn something new about LUV®.


“Leadership is not a title.

Leadership is a way of life.”


The Colleen C. Barrett Institute exists to honor the legacy of Colleen C. Barrett, President Emeritus of Southwest Airlines, by providing resources that help others learn from her example and make their own remarkable impact in their organizations, and our world.

CCB Culture


CCB Excellence


CCB Learning


CCB Service with LUV

Service with LUV

CCB Thought Leadership

Thought Leadership

Group 8

Upcoming Events

April 5th

Virtual Roundtable
The Role of Recognition: Nurturing Organizational Culture through Recognition



Sign up to receive the free Colleen C. Barrett Institute Roundtable event: Lessons in Customer Service from some of the World’s Most Loved Brands. This event was filmed in September 2021 with leaders from Southwest Airlines, Drury Hotels, and Chick-fil-A, discussing what makes legendary Customer Service and how to leverage a Culture of Hospitality to win and keep loyal Customers. You will also receive regular updates from The CCB Institute, including information about future events and offerings.

By clicking Submit, you acknowledge our Privacy Policy and agree to our Terms and Conditions.