As anyone who has been following the industry knows, American has been lagging Delta and United when it comes to both customer experience and profitability. Essentially, executives at the airline lacked a vision for far too long. Or perhaps more accurately, they had the wrong vision — they believed that the key to profitability was to just deliver a reliable and robust schedule (not that they were ever particularly good at that).
In recent months, we’ve seen a vibe shift. American appointed Heather Garboden as Chief Customer Officer, and we’ve seen the airline announce it wants to become more premium and customer focused. We’ve started to see some positive changes, and that’s great. As part of this, the airline has just announced the details of a new Customer Experience Advisory Board that it has created.
Is this just marketing, or is there substance to it?
In this post:
Details of American’s new Customer Experience Advisory Board
American has created a new Customer Experience Advisory Board, described as an evolution of the carrier’s Operational Excellence Advisory Board. The airline has added three experts to this board, bringing more than 90 years of experience in customer insights and hospitality to the airline.
It’s very interesting to see the people the airline has selected, and the companies they’ve worked for. Here are the three additions:
- Craig Reid was most recently CEO of Auberge Resorts Collection, where he grew the luxury portfolio from six to 28 properties; prior to that, he spent three decades in leadership roles at Four Seasons
- Carol Campbell spent more than 20 years at Walt Disney, and is now SVP and Chief Experience Officer at Ascension, where “she led the organization to achieve NPS scores rarely seen in the healthcare industry”
- Lauren Chewning is SVP of Data & Intelligence at Marriott, where she’s focused on “utilizing data and intelligence to drive revenue and customer love for Marriott’s more than 30 hotel brands and other travel products”
Okay, at least two of them come from companies that are known for a great guest experience. 😉 The three of them will be joining two other people who initially formed the Operational Excellence Advisory Board in 2023:
- Bill Fitzgerald is the retired VP of Commercial Engines Operation at GE Aviation, where he was “responsible for all commercial jet engine products and global support, including the GEnx product line, the fastest-selling jet engine in GE’s history”
- Chris Sultemeier is Operating Partner at NewRoad Capital Partners, and has over 30 years experience in leadership and supply chain operations, and served as CEO of Walmart Transportation and EVP of Logistics at Walmart
Is this good news, or just marketing fluff?
In general, I try to not to give companies too much of a pat on the back for simply associating themselves with certain people. I’m talking everything from Delta “hiring” Tom Brady, to celebrity chefs designing the meals for airlines. I’d rather the money be spent on making improvements, rather than on trying to convince us things will improve based on a name associated with it.
That being said, I’m impressed by the minor and positive changes we’ve seen at American, and I’m actually cautiously optimistic about the idea behind this advisory board. It also really shows you American’s evolving focus.
Seriously, think about it. Previously, American had an Operational Excellence Advisory Board, and appointed someone from an engine manufacturer, and someone who is an expert in logistics at Walmart. I think that more of less sums up the past several years at American. Now the airline has appointed people who actually work for companies that people like, including Auberge, Four Seasons, and Walt Disney.
So yeah, I don’t think this advisory board will somehow change the airline overnight, but I respect the direction that the airline is moving, and I think this nicely reflects that. If anything, my only objection is that I think American’s shortcomings are pretty obvious, so did they really have to add this advisory board, and just have people tell what should be obvious?
Bottom line
American has created a new Customer Experience Advisory Board, or perhaps more accurately, has evolved its Operational Excellence Advisory Board. So while the old board had executives from GE Aviation and Walmart, the new board has executives from Auberge and Walt Disney. I’d say that’s a more sensible direction for the airline…
What do you make of American’s new Customer Experience Advisory Board?
In the 00's I was on the Delta - DFW Frequent-Flier Committee ... DL would fly in a half-dozen from ATL on the morning West-bound ... a couple from the DFW station. We met in an airport hotel, one morning they came in laughing ... a DL Retiree was down the hall, conducting a Seminar that he apparently was taking all over the US for AA Execs: "How to be more like Delta!" We quickly...
In the 00's I was on the Delta - DFW Frequent-Flier Committee ... DL would fly in a half-dozen from ATL on the morning West-bound ... a couple from the DFW station. We met in an airport hotel, one morning they came in laughing ... a DL Retiree was down the hall, conducting a Seminar that he apparently was taking all over the US for AA Execs: "How to be more like Delta!" We quickly got to the core, comments, complaints akin to what's on this Board. And DL's execs were taking notes, they followed up with us individually and then with a summary of what was raised, what DL was doing about it. No outside Consultant, nobody taking a survey: just people in Operations actually listening to 10-15 of their customers.
I suspect that as long as upper management is from USAir not much will change. For at least a decade i've askec friends who work at HQ ( I live in Dallas ) why they were not paying attention to Qatar. Emirates and Etihad and the incredible customer
experience they were providing. The comment usually was tjat those airlines were supported by their Government. I dont recall that any of them had actually flown...
I suspect that as long as upper management is from USAir not much will change. For at least a decade i've askec friends who work at HQ ( I live in Dallas ) why they were not paying attention to Qatar. Emirates and Etihad and the incredible customer
experience they were providing. The comment usually was tjat those airlines were supported by their Government. I dont recall that any of them had actually flown on any of the Mid 3 airlines. AA seemed to want to continue to compete with Spirit. IMHO.
Can they put Josh Cahill on the Customer Experience Advisory Board?
If these folks really want to be successful as the Customer Experience Advisory Board, then they need to “experience” a transcon in seat 33B or 33E in Boarding Group 6 with a carry on, close enough to smell the lav but just far enough away not to time it right to use it as well the surly service from AA’s finest FA’s. Then they’ll be able effectively be a Customer Experience Advisory Board.
Based...
If these folks really want to be successful as the Customer Experience Advisory Board, then they need to “experience” a transcon in seat 33B or 33E in Boarding Group 6 with a carry on, close enough to smell the lav but just far enough away not to time it right to use it as well the surly service from AA’s finest FA’s. Then they’ll be able effectively be a Customer Experience Advisory Board.
Based upon their recent/past titles they probably haven’t flown economy in decades and need a refresher.
This isn't even marketing fluff. It's just kind of... sad
I see a major risk of siloed thinking here. This Customer Advisory Board is in no way reflective of AA's elite flyers, as defined by people who earn EXP or CK status on flights alone or a combination of flights and credit card spend.
If AA's leadership wants to understand what their customers want they should sit down with a combination of current elite flyers and those (like myself) who have fled AA and given...
I see a major risk of siloed thinking here. This Customer Advisory Board is in no way reflective of AA's elite flyers, as defined by people who earn EXP or CK status on flights alone or a combination of flights and credit card spend.
If AA's leadership wants to understand what their customers want they should sit down with a combination of current elite flyers and those (like myself) who have fled AA and given our business to competitors to understand why that is the case and what it will take to get us back.
As for including a Marriott exec on the Board, I'm hoping that individual is there for AA to learn what NOT to do to ensure customer loyalty. I'm surprised they didn't add non-travel industries such as retail, spas, restaurants and the like to understand how consumers view experience across service industries. A missed opportunity and further demonstration of AA's insular world-view.
Let's not kid ourselves to think that it will lead to some epiphany among AA management or AA becoming a premium quality airline. But, let's start with something simple: reopen the (stinkin') LAX Flagship First Dining. I'm paying for the ticket but you're stiffing me on the amenity? This issue characterizes what AA truly thinks about its customers and is typical of why AA lost me.
Tim Dunn are you AWOL?
We need you Tim to liven up this sad situation AA find themselves in.
I'm with Ben here.
Wait and see and hoping to see improvement.
I think AA is realizing they don't have a financial future if they don't deliver better service.
DL did the turnaround over 15 years ago, UA copied it over the past 5+ years so AA is not exactly left without examples.
If they want better service, no need to hire a VIP board. Just ask One World or near One World airlines, like Alaska, Japan, Cathay Pacific, Qatar, Starlux.
How many of these bigwigs fly economy class? Do they just fly private or business class?
@Ben did you turn down the offer?
Can you make a post about offers you have received?
First and foremost AA needs to improve upon the basics. Posting reasonable delays. Communicating to flyers what is going on even if it's bad news. Better gate management-flight arrives late at a hub, people are trying to make their connections and there's no crew and/or gate agent around. Improve recovery from airport/ATC delays/ground stops.
On the customer side, pre departure beverages being offered, and not just warm water and warm OJ. Improved meals, particularly if...
First and foremost AA needs to improve upon the basics. Posting reasonable delays. Communicating to flyers what is going on even if it's bad news. Better gate management-flight arrives late at a hub, people are trying to make their connections and there's no crew and/or gate agent around. Improve recovery from airport/ATC delays/ground stops.
On the customer side, pre departure beverages being offered, and not just warm water and warm OJ. Improved meals, particularly if AA wants to reach DL's rate of cash upgrades/paid first. Blankets and pillows in first on flights of over four blocked hours. Improved BOB in coach. Another row of MCE.
And of course something about the lounge situation at a number of airports-CLT, PHX, ATL, TPA, MCO.
But all of this takes money and I have my doubts on whether AA will actually spend the money.
Was delayed an hour last month (classic 4x 15 min) out of ORD. They mistakenly thought the aircraft was heading back to ATH instead of a domestic run to MIA, and placed bedding at the seats. Every pax, and even the FAs, were so excited no one dwelled on the delay.
Like you said, hope they realize such small touches like that can make a huge difference
At least back in the days when I worked a service industry job, we had this thing called "Secret Shoppers" that made sure you were being polite, efficient, checking ID, and doing all the corporate loyalty card rigmarole. Seems like it should be a simple thing to put a similar program in place for flights, no? Probably cheaper than what they're going to be paying this new advisory board too.
Sign me up !! As long as I get a token confirmed space pass travel award. Would sure beat the increasingly worthless non-rev pass travel these days !
It would be helpful, if not pertinent, to have actual customers on the Advisory board.
Joel, a week from today the SkyTrax 2025, Airlines World Rankings will be announced at the Paris Air Show. Last year AA were ranked a lowly 78, will they improve this year?
Perhaps they have had prior warnings that their customer satisfaction scores are much lower this year, hence the Customer Advisory Board?
Could it be that AA didn't/couldn't pay $$$/'in kind' to Skytrax to advance their status on the list ? .... lol
I am willing to bet they never considered having a couple EXP and GLD on the committee.
What a great idea THAT would have been !
Shouldn't they have an actual customer on the "Customer Experience Advisory Board"?
The title of the entity is ambiguous ..,.. Actually it is a board comprised of well seasoned professionals that will advise the customers ... Certainly not the other way around !
"NPS scores rarely seen in the healthcare industry” isnt saying much.
So many outsized egos for such a do-nothing board. But the key to successful illusion is misdirection.
At the end of the day, anything that gets in the way of AAs perennially futile efforts to achieve D0 is road kill.
LOL ... I'd imagine those NPS healthcare industry scores have 'rarely been seen' indeed. Assuming we're talking about the United States health care industry, they're worse than rock bottom & most likely at subterranean levels.., Just further exemplifies how rigged/worthless that metric is. At least one can chuckle about the Walmart logistics member. And that GE engine member hopefuilly offer some insight regarding that AA 737 DEN diversion & engine fire due to negligent maintenance!...
LOL ... I'd imagine those NPS healthcare industry scores have 'rarely been seen' indeed. Assuming we're talking about the United States health care industry, they're worse than rock bottom & most likely at subterranean levels.., Just further exemplifies how rigged/worthless that metric is. At least one can chuckle about the Walmart logistics member. And that GE engine member hopefuilly offer some insight regarding that AA 737 DEN diversion & engine fire due to negligent maintenance! Maybe Elliott can join the group once his pillaging @ Southwest as reached its logical conclusion. I'm sure those boyz n' girlz will enjoy their AA confirmed !st class transportation among their other perks for offering their expertise ...
you might want to get to know Ascension Healthcare if you do not.
They are the largest religious (Catholic) hospital chain in the US and they are fairly well regarded in the communities they serve.
there are always anecdotal stories and healthcare is not my specialty but there are well-run companies in the health care sector.
Start by having ground agents not barking orders at customers!
"HAVE YOUR PASSPORTS IN YOUR OWN HANDS WHEN YOU GET TO THE GATE!"
AA agent 'party poopers' .... I always try to 'mix it up' and swap passports with strangers just to add a levity & humour to the boarding process ! ... Try as I may, those AA agents just don't have appreciate comedy !