In the age of disruption, Ryanair may best encapsulate the contrarian, rule-breaking streak sometimes required to conquer an antiquated industry. Just before the turn of the millennium, Ryanair was a tiny, impoverished Irish airline competing with the national carrier, Aer Lingus. As recently as 2017, it was the most profitable airline in Europe, operating 2,000 daily flights from 86 bases. Although the blue and saffron airline has recently hit a spot of turbulence largely thanks to Brexit – announcing 900 job cuts and a 21% drop in quarterly profits – the airline offers a fascinating case study in customer service maturation. This is the oft untold story of how Ryanair cleaned up its notorious customer service reputation by putting the customer first.