it began a frequent flyer program, "The Company Club," in 1987. In 1988, Southwest won its first monthly Triple Crown award for having the best on-time record, best baggage handling, and fewest customer complaints. All of its achievements allowed it to reach the billion-dollar revenue mark and become a major airline by 1989. 20 In 1990, Southwest created its corporate culture committee to take the lead in preserving the airline's unique culture. 21