During a recent meeting in Phoenix, fire chiefs unsurprisingly discussed how tough economic conditions are challenging many fire departments. Several fire chiefs claimed that the fire service already has seen the best of times and will never return to pre-2006 economic highs, while others talked of re-inventing emergency services in these possible worst of times.
One California fire chief suggested a corporate role model for fire departments — Southwest Airlines, which recently celebrated its 40th anniversary. What could an airline and a fire department possibly have in common? The airline’s handling of standardization, service and culture offer lessons.
The airline industry has changed dramatically since Southwest took its first flight. Four decades ago, flying was fairly restrictive due to high fares; those who could afford to fly dressed up for the occasion. But then several low-cost airlines entered the market, changing the culture for both airlines and travelers. Many of those low-cost airlines have ceased to exist, but Southwest remains.
In addition to providing competitively priced flights, Southwest values safety, provides fast turnaround service, and promotes a culture that includes people having fun. President Gary Kelly has written that his company is serious about “living the ‘Southwest Way,’ which means hiring employees who have a warrior spirit, a servant’s heart and a fun-loving attitude.”
Wouldn’t you say that firefighters have warrior spirits, responding to burning buildings and saving lives on medical calls? Does the servant heart remind you of the Phoenix Fire Department’s “Be Nice” motto and Alan Brunacini’s customer, Mrs. Smith? Every department in North America has heard about taking care of Mrs. Smith.
But what about the fun attitude? While it’s true that fire and emergency-services personnel deal with a great deal of sadness, watch firefighters interact with a group of school kids while teaching fire prevention and you’ll be reminded that there is fun to be had.
Costs are important in any industry. Southwest standardized its fleet of airplanes so that pilots and crew members can move between aircraft easily and without disruption. Standardization also simplifies maintenance in an industry where safety is critical. Routine safety messages on board the aircraft are delivered with humor; consequently, almost every passenger pays attentions because they never quite know what flight attendants will say next.
But such passion can be hard to maintain over the course of a company’s history. “The only way to maintain a culture is to hire correctly,” Chris Mainz, Southwest public-relations specialist, told me, saying that the airline hires for attitude and trains for skill.
How important is attitude in hiring or recruiting new firefighters? The men and women you bring into your department not only have to physically fulfill the requirements of the job, but they also need to have the mental attitude to be part of a team and provide service to the community. Mental fitness is just as critical as physical fitness.
Mainz also said that Southwest looks for people who have a passion for customer service and good people skills, and who like to have fun. Southwest also gives employees the freedom to be themselves and suggest ways to better serve their fellow employees or their passengers.
The consensus at the chiefs’ meeting in Phoenix was that fire chiefs need to read more books on corporations and marketing. Emergency-service response has changed dramatically from non-profit, public services, so leaders need to consider best practices from much broader resources — even high-flying corporations.
From the entire FIRE CHIEF staff, have a blessed, safe holiday season!
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