NOVEMBER 6-10, 2017

NOVEMBER 6-10, 2017
Official Conference of the
International Institute of Business Analysis 


Wednesday, November 8, 2017

2:00 pm – 3:00 pm | Presentation | Room: Coral 1 & 2

Case Study - Creating a Culture of Business Process Management at Southwest Airlines

Presented by: Kim Hanson, Columbus Brown


The journey to maturing Business Process Management (BPM) in large organizations is paved with rough roads, and many obstacles.  Southwest connects People to what's important in their lives through friendly, reliable, and low-cost air travel.  Process captures the Southwest way of "how things get done" at Southwest, and goes hand in hand with culture.  Establishing BPM at Southwest involved ways to empower employees, providing a way to publish process, and identify improvements with the most impact.  This presentation will cover how Southwest Airlines is navigating the challenges faced while deploying the new Business Process Architecture team and toolset.  Specifically, we will demonstrate how Customer Empathy, Capability & Strategy Mapping techniques can be used to develop new service models and develop adoption strategies.

Learning Objectives:

  • Understand challenges while deploying BPM
  • Using Customer Empathy maps to determine target audience for training, communication, and adoption
  • Using Capability & Strategy Maps to determine your service model

Event Trail(s)



 Kim Hanson

Kim Hanson

Director - Integrated Delivery
Southwest Airlines

Kim Hanson currently serves as Director of Integrated Delivery within Southwest Airlines' Corporate Delivery Department. In this role, Kim is responsible for improving delivery capabilities across the Enterprise through her leadership across four different functions, including: Business Process Architecture, Integrated Delivery Planning, Innovation, and Business Capability Roadmaps. Kim joined Southwest in 1998 as a Programmer on the Reservations, Ticketing, and Kiosk Team where she helped implement Southwest's first self-service kiosk. Most recently, Kim served as Senior Manager of Customer Experience & Innovation, where she created and staffed a Technology Innovation Team to spearhead innovation efforts across the Enterprise. Kim earned a Bachelor of Business Administration in Management Information Systems from Texas A&M University. She also previously served on the Advisory Board for A&M's College of MIS. She is married to her husband, Devin, and they have four dogs.

Kim's 2017 Presentations:

  1. Case Study - Creating a Culture of Business Process Management at Southwest Airlines
    Wednesday, November 8, 2017 (2:00 pm – 3:00 pm)

 Columbus  Brown

Columbus Brown

Manager, Business Architecture& Analysis
Daugherty Business Solutions

Columbus is an innovative advisor who leverages 14 years of business and technical expertise to drive strategy, transformation, and market initiatives across organizations. Columbus consults with clients on business process optimization, technology solutions, and new product/service development. He develops simple solutions to complex challenges using entrepreneurial techniques, design thinking, and business architecture frameworks. Columbus holds an BS in mechanical engineering and an MBA in Finance from LeTourneau University.

Columbus's 2017 Presentations:

  1. Case Study - Creating a Culture of Business Process Management at Southwest Airlines
    Wednesday, November 8, 2017 (2:00 pm – 3:00 pm)

Building Business Capability is the only conference that provides insight into Business Analysis, Business Architecture, Business Process, Business Rules, Business Decisions, and Business Strategy & Transformation toward the pursuit of business excellence.



Event Produced and Organized by Rising Media in association with Business Rule Solutions Copyright © 2010-2017, Rising Media, Inc. All Rights Reserved.

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