Trained all employees on the company's business goals and created a system called "Know the Score" to provide transparent information that would improve performance. The company looked for other ways in which IS could support its strategy and recognized, for example, that technology actually allows it to provide customers with a personal touch (Ross & Beath, 2007). The company also sought to ensure that all changes to the IS were in support of its mission. Indeed, the company recognized the opportunity to improve its process by evaluating the post-implementation impact on operational costs and customer service (Ross & Beath, 2007). However, linking the IS and the company's business strategy became more challenging as the company sought growth opportunities. For example, there were concerns that expanding internationally would require operational changes that would challenge its principles. Management has kept a close eye on Southwest Airlines' business strategy and sought to position the company to gain both cost and customer service benefits from IT (Ross & Beth,