Phenomenally successful Southwest Airlines is renowned for its stellar Customer service. Learn from former Southwest Executive and author of Lessons in Loyalty, Lorraine Grubbs, how Southwest built and maintains one of the most faithful Customer bases. Southwest Airlines recognized long ago that they were in the Customer service industry, they just happened to fly airplanes. They were one of the few companies who realized the existence of dual Customers - the internal one (employees) and the external one (passengers, vendors, partners, etc). This Customer service mindset was established from the onset in the creation of their mission statement, which in two separate parts, vows to deliver care and service to both employees and Customers. Their continual dedication to achieving the highest level of Customer service led them 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 In this webinar you'll learn how to create a Customer Service culture in your organization, regardless of size. The principles and practices learned in this session will, when implemented correctly, boost the level of Customer loyalty in your organization, ultimately positioning your company as a leader in your industry and giving you a tremendous competitive advantage.

1. How Southwest
Airlines Built a
Culture of
Customer Loyalty
Gary McNeil, Lorraine
Vice President Grubbs, President
of Marketing, , Lessons in
Parature Loyalty

2. PARATURE
Parature is a global leader in on-
demand software (SaaS) for customer
service and support
Parature enables organizations to:
• Reduce the cost of supporting their
customers
• Have a 360 view of customer issues
• Retain their customers
• Improve customer loyalty
• Generate more revenue from their
base
• Deliver “great” customer service

3. 800 CUSTOMERS ACROSS INDUSTRIES & MARKET SEGMENTS
Technology Business Services Gaming and Digital Media
Education Associations Healthcare

4. THE CUSTOMER HAS NEVER BEEN MORE IMPORTANT
• In light of sales teams selling
less - organizations are focused
on:
 Customer retention
 Customer upsell and cross
sell opportunities
 Lifetime value of a customer
 Overall revenue from the
customer base

5. THE IMPLICATIONS OF GETTING IT WRONG
Costing You Money Now and Later

6. SERVICE HAS BECOME A MAJOR DIFFERENTIATOR
• Improving the customer experience
 Multi-channel support
• Providing support in the manner by which the
customer wants it
• Reducing customer effort
 Delivering on the promise of first contact
resolution
• The result is reduced frustration
• Increasing customer loyalty
 By reducing customer effort you increase
customer loyalty
• Increased loyalty is a game changer

7. PARATURE: AN INTEGRATED SUPPORT SUITE
Customer Touch Points Service Desk
Delivering Multi-Channel Support For your CSR’s to Manage All Customer Interactions
Metrics & Deploy Feedback
Reports Surveys
Chat
Ticket
Forums ?
Downloads
Your Customer Your CSR
Mobile
E-Mail
Knowledge- 360º
Customer Intelligent
base and FAQ’s Workflow
History
Phone
Service Desk

9. HELPING CUSTOMERS HELP THEMSELVES

10. YOUR BRAND ON YOUR PORTAL
Client-side
control of all
branding, color
schemes, and
more
Incorporation of
rich media, CSS,
HTML and more
make for a
vibrant customer
community
Single sign-on
capability allows
for seamless
transition from
any application
or website

11. BACKED BY AN INTUITIVE, INTELLIGENT SERVICE DESK
Parature lets you:
• Define hierarchical ticketing
queues and personalized routing
rules
• Program auto-responses for
repetitive inquiries
• Establish an integrated internal
knowledge base
• Manage tasks and time-based
alerts to ensure adherence to SLA
thresholds
• Report upon CSR productivity
• Incorporate customer data to
ensure “One View of the Customer”
• Collect and analyze customer
feedback
• Integrate ticketing data with
customer records and chat windows
• Update your customer portal with
each and every mouse click

13. PARATURE FOR FACEBOOK
Support for Every Facebook Fan Page
• Monitor, listen and engage with your
customers on your Facebook Fan
Page.
• Your Customers can get Support
right on your Facebook Fan Page.
• Your Customers can share their
positive support experiences through
their friend’s streams.

17. LIVE CHAT SUPPORT
• A customer visits a Facebook Fan Page.
• The customer came to complain about a
service problem or to ask a question.
• They notice an option to start a Live
Chat from the Facebook Fan Page.
• A CSR responds to the Facebook user
from Parature.
• The Facebook User gets their questions
answered via live chat.
• They share their positive support
experience with that company on their
Facebook stream.

18. LESSONS IN
LOYALTY
How Southwest Airlines Does It
Blueprint for Building A World Class
Customer Service Organization

19. Based on the Internationally
Published Book

20. 29% of U.S. employees are
fully engaged at any time.
54% of employees are not
engaged.
17% of employees are
actively disengaged –
meaning they intentionally
act in ways that negatively
impact their organizations.
Cost to your
company????
Annual cost nationwide to
employ this 71%
disengaged group
exceeds $300 billion.

21. EMPLOYER OF CHOICE

22. Engagement Survey 10 Most Admired
Shareholder Return vs. S&P 500
Return of top Return of S&P Difference
10 most 500
admired
5 yr 25.5 % 10.7% 14.8%
timeframe

23. Customers during
9/11/01

24. Blueprint for Building
Customer Service Culture
• Hire for attitude, train for skill
• Teach them from the start
• VP of Customers
• Keys to the kingdom
• We are family
• Check your ego at the door
• Fun, Fun, Fun
• Keeping the Customer at the forefront of
Employees minds

25. Hire for attitude, train for
skill

26. Attract It
Thinking outside the box Irreverent

27. You know it’s working

28. T
Teach Them From the Start

29. Five Basic Principles
Focus on the situation, issue, or
behavior – not the person
Maintain the self-confidence and self-
esteem of others
Maintain constructive relationships
with Customers and Coworkers
Take the initiative to make the
situation better
Lead by example
Zenger-Miller

30. Customer Service Values
Profitability Ownership
Low Cost Legendary Service
Family Egalitarianism
Fun Simplicity
Love Altruism
Hard Work Common Sense &
Individuality Good Judgment

31. Two most important Customers
Customers
External Internal

33. VP of Customers
Building a Culture for Winning the
Heart and Soul of our Customers
Courtesy & Respect
Follow the Golden Rule
Culture Matters
Hire of Attitude, Train for Skill
Teamwork
Help Each Other Out
Empowerment
Individuality, Common Sense, & Good Judgment

34. Keys to the Kingdom
Create a “Do What’s
Right” Environment
Forgive mistakes
Make Employees feel
like owners of the
company

35. Customers Become “Family
Members”
 Feature in advertising and publications
 Invite to company events
 Include in community projects
 Acknowledge significant dates:
Birthdays
Anniversary of move in
 Hang pictures in visible Company locations
 Recognize at Corporate Events
 Have meaningful, timely, proactive communication

36. Check your Ego at the
Door
“I don’t “I messed
know!” up!”
“Please
help me!”

37. Fun, Fun, Fun
Incorporate fun in
everything you do
Empower employees
to have fun
communicating with
Customers
Hire people who can
laugh at themselves
and foster a fun
environment

38. Customer at the forefront of
employees minds

39. Gary Kelly’s Goal
Shortly after being promoted to
CEO, Mr.. Kelly sat next to lawyer on a
Southwest flight. When the passenger
found out who he was he gave him this
advice…
“You have a damn good airline
here, just don’t “#@#&” it up”
That says Mr.. Kelly “is kind of my goal”

41. Contact Information
lgrubbs@lessonsinloyalty.com
www.lessonsinloyalty.com
281-813-0305

42. QUESTIONS?
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