Customer support software provider Parature's "Best Practices in Customer Service" webinar series continues on Wednesday, May 19, with "How to Build a Culture of Customer Loyalty - How Southwest Airlines Does It."

This free webinar, to be presented at 2 p.m. ET, will include an informative talk by May Lorraine Grubbs-West, president of lessons in loyalty and former director of employment at Southwest Airlines.

The airline industry has to be one of the hardest in which to build customer loyalty (some might say that if an airline can find a strategy to do it, just about any company can find a strategy to do it). Southwest Airlines, which is well-known for its superior customer service, has certainly achieved a higher loyalty rate than its competitors.

Grubbs-West wiill discuss how Southwest built one of the most faithful customer bases in the industry. The author of "Lessons in Loyalty," she will talk about how the airline recognized long ago that it was 'in the customer service industry, it just happened to fly airplanes.'

Southwest was one of the first companies to recognize the existence of "dual customers" -- internal customers (employees) and external customers (passengers, vendors, partners, etc). This helped shape the company's mission statement, which vows to deliver care and service to both employees and customers.

As attendees will learn, Southwest's relentless plight to achieve the highest level of customer service led it to:

--Always capitalize the "C" in Customers to emphasize their importance
--Imbed each employee paycheck with a reminder message that their "Customers were responsible for providing this paycheck"
--Design a hiring system to attract and retain "Warrior Spirits" with innate Customer service skills
--Implement a recognition system and invite the external Customer to help recognize employees
--Utilize fun as a strategy to find the kid in everyone

Attendees will learn how to implement principles and practices to boost customer loyalty and position their organizations as leaders in their respective industries.

To register for this free, informative webinar, click here.