2007, as part of the company's improvement activities, Southwest focused its attention on the passenger boarding process to determine whether there was a better way to board. Its existing process consisted of three groups: A, B, C, with no assigned seating. Depending on passenger check-in and arrival time, passengers were given a spot in group. Those first to check-in received choice places in the A group. Last to check-in ended up in the C group, and usually had a choice of only middle seats in the back of the plane upon boarding. As passengers arrived at the gate, they queued up in their respective boarding group areas to await the boarding call. I strongly feel Southwest Airlines should think of evaluating this by measuring the customer