Wow: American Airlines Has Automated Customer Relations

Wow: American Airlines Has Automated Customer Relations

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Update: American Airlines is obviously taking this feedback very seriously. The company has decided to retire Gemma Flint, and has replaced “her” with Cathy Garcia. Nothing else changes, and you can find the original post from earlier today below.

I recently wrote about how American Airlines customer relations seems to be responding to many complaints with the same copy & paste answer, which is vague and in no way addresses the concerns that people raise. I’ve now gotten some insight into why customer relations is responding in this way, and goodness, this explains a lot…

Gemma Flint, American Airlines’ customer relations bot

American Airlines customer relations has started responding to many customer complaints with automation. This concept was launched in 2022, and is known internally as “Fast Eve.” Essentially if the volume of inbound messages to customer relations gets above a certain level, this automation kicks in:

  • All responses from the automation use the name “Gemma Flint,” so if you receive an email signed by that name, you know you’re not getting a human response
  • The automation stays on until email volume falls below a certain level, though as I’ll explain below, this creates quite a problematic cycle for those working in customer relations
  • When the automation is turned on, every customer relations message is scrubbed for certain words that wouldn’t receive an automated response; this would include words like “disability” (which would route an email to a human), yet interestingly, mention of government mandated compensation doesn’t route an email to a human (in other words, American is seeing what it can do to avoid paying legal compensation claims)
  • The automation then sends only one of two responses, depending on whether your complaint is about something operational or non-operational
  • All operational complaints are automatically issued compensation, while non-operational complaints aren’t issued compensation; so for these purposes, a 30-minute delay would be treated the same as a 24-hour delay
  • For operational issues, the automation typically issues compensation of a $25 voucher (for non-AAdvantage members) or 2,500 bonus miles (for AAdvantage members), though those with status receive more bonus miles
  • If you respond to the email and aren’t happy with the response, you’ll then receive a reply from a human

For those wondering, here’s the automated email response for operational issues:

Thank you for contacting us.

I’m truly sorry to hear about your experience. It is always our goal to run a timely and reliable operation, and we are sorry to see we missed the mark on your trip. We’re paying careful attention to the feedback our customers are providing us and the details you shared with us have been made available to our leadership to be used to improve our service.

As an AAdvantage® member, your business means a great deal to us, and we’d like to ask for another chance to rebuild your confidence. As a tangible form of our apology, we’ve deposited miles into your AAdvantage® account. These miles will be visible within 24 hours.

From all of us at American Airlines, we’re glad you chose to fly with us and look forward to caring for you on your next journey.

Meanwhile here’s the automated email response for non-operational issues:

Thank you for contacting American Airlines.

We strive to put our customers at the center of everything we do. The details you provided highlight the importance of that focus, and we are sorry to hear things did not go as planned.

Please know that we strive to learn from every experience, so we appreciate you taking the time to share your feedback with us. Your input will be shared with our team as we continue towards our goal of providing a world class experience.

Thank you again for reaching out to share your experience with us. We hope to better deliver on our high standard of excellence next time we have the opportunity to welcome you aboard.

American has automated its customer relations responses

I feel bad for American’s customer relations employees

I have to imagine that working in customer relations at an airline isn’t an easy job at all, and is also pretty mentally exhausting. They deal with customer complaints all day, and I’m sure many people are rude to them, even though their issue is with the company rather than the person.

While their jobs are hard enough as is, it’s my understanding that morale among American’s customer relations employees is extremely low as a result of this automation. While American’s management reportedly touts that automated responses are working, customer relations employees largely feel differently.

With automation, American has essentially created a failure loop:

  • The airline has reduced its volume of hiring in the customer relations department due to this new automation
  • This automation is creating more work for frontline customer relations employees — rather than trying to address customer concerns in the first place, customer relations is instead having to spend its time responding to messages from those who are angry not only about their initial problem, but about the fact that the first response from the airline didn’t reflect the concerns brought up
  • It takes customer relations employees more time to respond to each person who follows up about their dissatisfaction with their response — they have to apologize for the problem, apologize for the bad response, and research more thoroughly what all has happened
  • So having more interactions with each complaint increases email volume, which triggers the automation, which creates frustration for everyone, except upper management

American’s senior management reportedly thinks the automation is working, because not everyone sends a follow-up email, so therefore this automation eliminates some complaints.

Customer relations employees are frustrated by this automation

What our takeaway should be from this information

Having learned all of the above, I have a completely new understanding for why American’s customer relations responses are often so inadequate. I think we all expect customer relations departments at major companies to use some amount of copying and pasting, given the volume of comments they receive.

However, to literally just have just two automated responses that everyone gets is outrageous. With that in mind, a few thoughts:

  • Expect that if you get a response from customer relations, the first response may very well not address your concerns in any way; when you respond, by all means share your feedback that you don’t appreciate the automation being used (and to pass that on to upper management), but be especially nice to the frontline employee who has to deal with this, as it’s not their fault
  • It’s interesting that American is simply throwing compensation at any customer with this automation when sharing an operational concern; I wouldn’t abuse this, but if your purpose for complaining is simply to get a small number of bonus miles, perhaps you won’t hate this automation
  • I was curious how widespread this concept was at other airlines, so I asked friends at a few other major airlines familiar with customer relations if their airlines do something similar; while there’s some amount of copying and pasting that happens, it doesn’t compare to what American is doing
  • Knowing that this automation is used, expect that you’ll have a back-and-forth with customer relations if you have a somewhat serious issue, since automation obviously won’t do justice to that
  • You’ve gotta love how the automated response talks about how the airline will “better deliver on our high standard of excellence,” all while just sending one of two automated replies to everyone
Don’t let your frustration out on humans working in customer relations

Bottom line

I have a completely new appreciation for what’s going on at American customer relations. Since 2022, American has started automating a lot of customer relations responses, under the name “Gemma Flint.” When feedback volume is high, American sends customers one of two form responses, with absolutely no customization.

In these situations, only if you respond to the customer relations complaint will you receive a human response.

What do you make of American Airlines’ customer relations automation?

Conversations (83)
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  1. Linda Guest

    Just giving this thread a bump as it is still happening with AA. I think you can add the name Jay Garcia to the list. I have been round and round this week with this "guy." Convinced it is a bot as no answer makes sense to what I have been asking about, yet very clear and concise responses. Just has nothing to do with anything.

    1. Cassie Guest

      Yep! Chad Brunstein too.

  2. Miki Guest

    Do you have any information about this type of systems and solutions of other airlines? For example, Wizzair and Ryanair in Europe?

  3. Joan A. Pipkins Guest

    Sad; but that seems to be the way of the world.

  4. Greg Guest

    American Airlines ("AA") is the worst with customer satisfaction according to a J.D. Power Survey. I know with my own experience, AA's customer relation does not meet there customer service mission statement, is structured to avoid customer interaction with AA staff, discriminates toward customers who don't have computer technology, and by its very nature, their system and process is dysfunctional so to increase AA profits when customers give up. Avoid American Airlines!

    American Airlines ("AA") is the worst with customer satisfaction according to a J.D. Power Survey. I know with my own experience, AA's customer relation does not meet there customer service mission statement, is structured to avoid customer interaction with AA staff, discriminates toward customers who don't have computer technology, and by its very nature, their system and process is dysfunctional so to increase AA profits when customers give up. Avoid American Airlines!

  5. Jeremy Guest

    This is magical to read, I just responded to a Gemma email today. It makes sense why the first response was so bizarrely off base and she managed to avoid answering ANY of the questions I asked.

  6. iamhere Guest

    Imagine if you are Concierge Key or Platinum status and you get some sort of automated email with no personalization.

  7. Morgan Diamond

    Despicable from American to both staff working in these departments and customers - everyone reply to these emails so hopefully they retire this system and hire more staff.

  8. dwondermeant Guest

    In other news we here @ American will be moving towards robots/ bots in all area of our operations.We have laid off all customer relations employees and soon firing all FAs as Bots never complain .Slowly but surely we will replace pilots with Bots as well
    Last we will be losing our check in agents as Robots can easily replace them as well as cut costs.Thank You for your loyalty

  9. Max Guest

    I've been dating Gemma for three months now. She always tells me what I want to hear, but I do think she's a bit bland. Now I know why she seems a bit superficial and lifeless. I should have known better.

  10. Cliff Yomes Guest

    I lead a customer relations team for a major travel company. It is obvious that our executives, as they seek ever hire bonuses and bigger stock buybacks will replace every non-core activity in the company with poorly paid overseas call-center staff, or emerging AI.

    And, yes, responding to customer complaints is definitely considered ‘non-core’. Just recently a memo was sent companywide, insisting that compensation be cut to the bone and replaced with a sincere apology...

    I lead a customer relations team for a major travel company. It is obvious that our executives, as they seek ever hire bonuses and bigger stock buybacks will replace every non-core activity in the company with poorly paid overseas call-center staff, or emerging AI.

    And, yes, responding to customer complaints is definitely considered ‘non-core’. Just recently a memo was sent companywide, insisting that compensation be cut to the bone and replaced with a sincere apology in every case possible. The memo included a reminder that nowhere in the perks of elite membership does it say compensation should be higher for elites than and for anybody else.

  11. Points and Miles Doc Guest

    This is just like pre-auths for insurance companies. They will automatically deny claims in hopes that customers won't appeal. They save billions per year while consumers spend excessive amounts of time and money getting them to pay in the first place.

    I suppose the only answer is for everyone to appeal every message. It's the only way to make it more onerous and less profitable for them!

  12. Joe Guest

    I personally would love to see AI proliferate in customer service but I have major concerns. First, this area needs to go to automation. Nobody making in the range of 30k/year wants to do this job and quite frankly all of us has seen they cannot do the job especially those from india who probably have never been in a plane. They tend to make situations worse so let the AI do it. However, I...

    I personally would love to see AI proliferate in customer service but I have major concerns. First, this area needs to go to automation. Nobody making in the range of 30k/year wants to do this job and quite frankly all of us has seen they cannot do the job especially those from india who probably have never been in a plane. They tend to make situations worse so let the AI do it. However, I also know that companies like AA (most airlines really) have next to zero understanding of software or efficient workflows. Those Sunday golfing execs really don't get tech at all and they are constantly making bad IT decisions. Sometimes overriding the right decisions that staff make. They are old, inept and expensive. Worse, they are in charge and refuses to retire. So until they're out to pasture their IT infrastructure will continue to be garbage and even if I is great it will be poorly implemented. I can pick apart almost every airlines website and demonstrate how I know those companies don't understand tech. And it's really not that hard. Its embarrassing in fact. But the golfing execs will never be able to understand it.

  13. Peter Brown Guest

    They have never cared about customer service. Less and less over the last 50 years.

  14. Jake Guest

    American's senior management is very special and clearly need special education.

  15. BradStPete Diamond

    American Airlines is an absolutely crap airline. It's descent began in the 1980's and Parker and Co. simply do not care. It is the " Spirit/Frontier" of the so-called full service carriers. I am retired and have a choice in how I spend my travel dollars. AA will NEVER EVER get a dime of mine. They are the worst in ever passenger category that I can think of. I feel bad for the remaining employees who (somehow) are trying to do a great job and actually care.

    1. Charlie Guest

      I was a 1K on United for many years.
      From what I read here and other places I am amazed that people still fly with AA

    2. John Guest

      For DECADES, AA was the Best in the Country. And for the last Decade (at least) they are the Worst.

  16. Ray Gold

    This is more tolerable than speaking to “humans” sitting in India reading from a script. Then you ask a question that don’t understand so scroll down to answer A and try to read it to you in some illiterate form of “English”.

  17. Mark Guest

    I am a tour operator who buys about 1.5m a year in airline tickets. We last bought an AA ticket 11 years ago. The service on the planes and behind the scenes was so bad and we had so many issues. I figure they have lost about $2 million in business just from our small company in the past decade. They have never asked why we stopped using them. They are so bad, they don't...

    I am a tour operator who buys about 1.5m a year in airline tickets. We last bought an AA ticket 11 years ago. The service on the planes and behind the scenes was so bad and we had so many issues. I figure they have lost about $2 million in business just from our small company in the past decade. They have never asked why we stopped using them. They are so bad, they don't have the time or care enough, to find out what they did wrong. It's a bad company, top to bottom, and getting worse. Put a fork in them, they are done.

  18. ATX Jetsetter Guest

    You should see the "improved" food in the MIA Admirals Club.....

  19. Liz Guest

    Aha, I experienced an operational issue a couple of weeks ago. The people at the airport told me to file a complaint with customer service online but of course *how* they said to do it was not an option on the website at all. I eventually did get my complaint submitted and got a Gemma Flint message with some miles. Which wasn't what I wanted at all so I responded and then a real person...

    Aha, I experienced an operational issue a couple of weeks ago. The people at the airport told me to file a complaint with customer service online but of course *how* they said to do it was not an option on the website at all. I eventually did get my complaint submitted and got a Gemma Flint message with some miles. Which wasn't what I wanted at all so I responded and then a real person called me (imagine that). Good to know what was really happening. I'll be watching for that if i have need to contact them. Thanks for this article!

  20. Jeff Guest

    Looks like I had a response from Gemma last summer. although with so many complaints I had to file with AA last two years, I can’t recall the specifics of this one. Checking my account, I was given 12500 miles. No status with AA.

  21. Ryan Guest

    LOL so in response to the feedback AA simply gave it a new name...smh. Seriously AA leadership is a tire fire in a dumpster fire.

  22. Joseph dba Gemma Guest

    Gemma here.

    Time to swallow a bitter pill. You say something happened. Maybe it did. Maybe it didn’t. But that’s life. You can’t be running to us every time you get a stubbed toe or hurt feelings.

    You want compensation? Here’s what I’ll do you you. Nothing. That’s right. Nothing. What you deserve is an attitude adjustment for thinking the world revolves around you. Got a problem? Just remember this solution.

    Thank you for being Concierge Key.

  23. ethanol_27 New Member

    I got 5000 miles from Gemma (I don't have status) for a 18 hour day trying to just get across the country (on what was originally supposed to be a 2 flight, 7 hour itinerary) filled with 4 flights, 2 missed connections, a 3 hour mechanical delay stuck in the plane on the tarmac, and a lost bag that took a week to get back to me. I was supposed to fly PWM-ORD-TUS and ended up flying PWM-DCA-ORD-PHX-TUS. AA is pathetic these days.

  24. derek Guest

    Thank you for your message. At American Airlines we want you to know about the enhancements you received. Your request is a. Denied b. $25

    $25 is too much for a frivolous complaint but too little for a damaged bag, severe delay, or just about any major issue.

    The computer is probably better than a bad representative but far short of a good one.

  25. RF Diamond

    AA, going for mediocre.

    You've outed the imposter. Who will be the next name after Cathy Garcia?

  26. XPL Diamond

    Good grief, this is a parody-worth example of how to misuse automation. Years ago a client (not an airline) had me add automation to their customer support team. We trained a chatbot (I'm not going to call it AI to make it sound cool) on the support documentation as a tier zero, jumping in the space between when a ticket was opened and before a tier 1 human could get to it. If memory serves,...

    Good grief, this is a parody-worth example of how to misuse automation. Years ago a client (not an airline) had me add automation to their customer support team. We trained a chatbot (I'm not going to call it AI to make it sound cool) on the support documentation as a tier zero, jumping in the space between when a ticket was opened and before a tier 1 human could get to it. If memory serves, it was along the lines of "we've received your request and we'll be with you soon, but in the meantime do any of these articles help?". Below the no-more-than-three links were two buttons to press: "yes that helped and close my issue as solved", and "no they didn't help". Press the second button and the ticket immediately went into the tier 1 queue for a human to get to. Ignore the buttons entirely and the ticket would go into the human queue after a while.

    No humans were fired because the purpose was not to cut costs but rather to improve resolution times and to free up support staff for gnarly things that automation isn't a good fit for. Which it did, and customer satisfaction went up.

  27. IrishAlan Diamond

    The problem is that for the bean counters on AA’s exec team this may be a win-win. The average elite flyer or anybody with out of pocket costs due to a delay isn’t likely to be happy with what a human agent offers them at first anyway.

    The average non-elite with a minor service issue is just seeking a small gesture. The automated reply with a small voucher or miles takes care of them....

    The problem is that for the bean counters on AA’s exec team this may be a win-win. The average elite flyer or anybody with out of pocket costs due to a delay isn’t likely to be happy with what a human agent offers them at first anyway.

    The average non-elite with a minor service issue is just seeking a small gesture. The automated reply with a small voucher or miles takes care of them. Win for the bean counters.

    The staff that are becoming frustrated with the use of automation? Easier to layoff if the automation reduces follow-up volume. Win for the bean counters.

    The unfortunate realities of modern short thinking corporate America.

  28. Jeff Guest

    AA fired it's corporate and travel agency sales people in March, stating that they were focusing on leisure travelers. It seems their true focus is trying to run an airline with as few employees as possible. Too bad robots can't fly planes yet.

  29. T- Guest

    My take on this is that American Airlines is thinking the public will take a “why bother?” attitude and leave it at that. Most people aren’t aware of their rights to compensation and they surely bet on that.

  30. William D. Guest

    Could everyone just stop flying all the time,please!

  31. Nick Holland Guest

    Another reason I am glad I have left the thrall of AAmerican!!

  32. TProphet Member

    If you get one of these bot responses, go straight to the DOT and file a complaint. If folks start driving complaints through the roof with the DOT, this practice might change. Or Pete Buttigieg might actually exercise his regulatory authority, rather than being the least effective transportation secretary in history.

    1. Icarus Guest

      It depends what the complaint is doesn’t it ?

    2. Walbrook Guest

      You have all of this and I can't get a response to my inquiring about ployment with you. You claim that you're hiring but have not received any form of confurmation.

  33. Tom Guest

    This seems like a bad implementation of AI. Rather than writing the whole response and responding, AI should try to categorize the compliant and write a first draft of the response for a human to review before sending. It should study the edits that the human makes to try to get better at the responses. With something like that you would have a winner that would make life easier for the employees in this department.

    1. T- Guest

      How about skipping AI altogether and actually talking to real humans? What a novel idea.

  34. Dave Guest

    Yup, I thought I got a pathetic bot response to a complaint about a needless 2-day trip delay and sure enough, just looked, it was from Gemma. Really crappy customer service there.

  35. Don Guest

    This was easy for me years ago due to American Airlines customer service. I stopped flying American Airlines. I will go route myself extra segments on another carrier to avoid American. United is really not much better on customer service, but they usually address the issue raised. American is all about avoiding the issues.

  36. travel4b Guest

    I got my first email from Gemma last week. It was a total non sequitur to my complaint and request. Obviously an automated response but boy, oh boy, what a way to piss off an elite member.

  37. David P Guest

    The vast majority of flyers will not switch airlines because of bad service. The airlines understand this quite well. Todays flyer only wants a lower ticket price. This pressure’s the airlines to focus on expense cuts as a way to compete. Nothing will change until todays flyer changes.

    1. Don Guest

      I switched and I was glad to. United for $100 more and I will get a response to my issue? Yes. Mileage with American. I used it up. No more points and I dropped their credit card.

    2. XPL Diamond

      David P is right, sadly. Us avgeeks rightly bemoan the loss of the Golden Age of flying, but who killed it was the public, who prefers low prices to customer service (or legroom or comfort or edible food or...).

  38. Rjb Guest

    I’m still waiting for responses from UA for my 4 cancellation excursion June 26-27 and my two cancellation disaster on July 14. At least Gemma responds.

  39. 9A Guest

    It's unreal how many commenters think that AA is unique in having automated customer relations...

    1. Icarus Guest

      Exactly. And many airlines outsource to providers with no experience of the industry, who do exactly the same and look for key words and use boiler plate responses.

      This way it avoids paying those third rate companies and doing exactly what they are doing anyway

  40. Evan Guest

    Another way AA can reduce response time is to run an on-time operation with courteous front-line employees so less people have complaints...but thy do that :-)

  41. Rebecca Allen Guest

    I worked in customer relations with an airline and I understand how this automation, which is supposed to help - doesn't.
    My company tried something similar and it snowballed quickly into a disaster. It decreased productivity and morale with the staff, it generated anger and hostility from the consumers.
    The customers that don't follow up after an automated letter simply go to a different airline.
    You cannot increase profits by driving away...

    I worked in customer relations with an airline and I understand how this automation, which is supposed to help - doesn't.
    My company tried something similar and it snowballed quickly into a disaster. It decreased productivity and morale with the staff, it generated anger and hostility from the consumers.
    The customers that don't follow up after an automated letter simply go to a different airline.
    You cannot increase profits by driving away customers. I think customers have reached their saturation points of not being heard, especially from an industry that thinks it's a good idea to make seats as small as possible (which don't actually fit normal people), make the trip as uncomfortable as possible (who can recline a seat these days?) and somehow still manage to justify charging exorbitant prices.
    Personal customer relations is the very least they should maintain, but only if these companies actually want to maintain a viable customer base.

  42. Ivan Guest

    Oh that's still better what Uber is doing. They are using AI without I.

  43. Tired of AA Guest

    This explains the totally inadequate response I got when operational delays on AUS-CLT caused us to miss CLT-MUC (despite a three-hour layover) and forced a rerouting to LHR, a 12-hour layover there, AND a downgraded LHR-MUC segment which got us in around midnight and wreaked havoc on the rest of the trip. And, yes, it was the "Gemma Flint" garbage which offered me all of 7500 miles as Lifetime Gold who actually paid actual money...

    This explains the totally inadequate response I got when operational delays on AUS-CLT caused us to miss CLT-MUC (despite a three-hour layover) and forced a rerouting to LHR, a 12-hour layover there, AND a downgraded LHR-MUC segment which got us in around midnight and wreaked havoc on the rest of the trip. And, yes, it was the "Gemma Flint" garbage which offered me all of 7500 miles as Lifetime Gold who actually paid actual money to fly in the front cabin.

    I responded and got a human who told me they had no responsibility for weather delays. There was no weather anywhere unless you consider clear and 90 to be weather. Another response with the receipts for that error got a few more miles but nothing else, at which point I said eff it and filed with travel insurance. I guess we'll try DL or someone else next year, anything that doesn't have the chance of forcing us through LHR again which I absolutely despise.

  44. NedsKid Diamond

    It still has better English and cognitive skills than the live people working for Frontier's customer service.

  45. Susan Cifaldi Guest

    They have absolutely NO regard for their customers. Writing to th FAA still gets you nothing, they just send a stronger form letter and offer you a $100 voucher
    that doesnt rven touch the amount of damage they caused. If I never fly AA again, it will be too soon.

  46. Shay Guest

    How about writing the complaint as follows:
    Dear AA, thanks God I don't have a disability, therefore I need to include this sentence in my complaint to get a human response.
    ....

  47. D3kingg Guest

    Automation screens calls and cuts down on wait times. Imagine 85 people ahead of you in the cue are asking rhetorical questions that can be simply answered right away.

    When I was younger and had phone calls flying off the hook in customer service I always answered and waited to hear what they wanted before placing them on hold. If it was a question ie how far is your hotel from LAX ? I...

    Automation screens calls and cuts down on wait times. Imagine 85 people ahead of you in the cue are asking rhetorical questions that can be simply answered right away.

    When I was younger and had phone calls flying off the hook in customer service I always answered and waited to hear what they wanted before placing them on hold. If it was a question ie how far is your hotel from LAX ? I could say 45 minutes. End of call. Is your hotel pet friendly ? No we are not. Etc. That way I didn’t have customers at the counter and 7 callers on hold uneccesarily. This is human error.

  48. Brian G. Gold

    I really hope this blog post becomes the number one search result for "Gemma Flint" so paxs that get a response from this bot, know what it is.

  49. JK Guest

    "Last week a flight attendant spit in my food and it had four worms in it. I have a disability to understand how service could be so dreadful!"

  50. Lee Guest

    Other airlines will follow. With commodity products, competition is via price, not quality. In such markets, companies don't have pricing power. The way to increase profit is to cut expenses. WE the consumer have made travel a commodity. WE look almost exclusively at price. WE have brought this on ourselves. "Why do the people in first class only get champagne?" wrote one disaffected reader a while back. Gimme, gimme, gimme.

  51. DJ Guest

    I had a response from Gemma Flint in January and it was complete nonsense vs. what the actual issue at hand was.

  52. Ryan Guest

    So…just add the word “disability” somewhere in your email :)

  53. Matt Guest

    It seems clear to me that some fraction of the non-escalators simply see trivial compensation (and non-addressing) for something worth filing a complaint over in the first place, and are planning to reduce or eliminate AA travel for that reason.

    Useless and near-useless hold times (another symptom of underinvestment in people) even as an EXP and then Play Pro as I wound down my AA business made continuing with AA rather untenable.

    1. D3kingg Guest

      Imagine someone on hold ahead of you who has never flown before and intends to simply ask ; what time should I arrive at the airport for my flight from OKC to DFW? Blindly placing them in a waiting cue creates longer wait times.

    2. Sean Guest

      The amount of time it takes for me to wait for a rep to answer that question is much smaller than the amount of time it takes for me to jump through the 73 hoops of automated attempts to guess it what my issue is before I'm allowed to talk to a person.

    3. tda1986 Diamond

      Totally agree with Sean. Also, the obvious solution for D3kingg's customer is to call her grandchild, who will either know the answer or can look it up online.

  54. George Romey Guest

    Not sure why anyone would be surprised. This is the wave of the future. Taking what were human being tasks, often not desirable tasks like dealing with customer service issues and automating them to AI. Given that most airline passengers buy strictly on a price point there's little incentive to provide esteemed customer service. People want ULCC prices and now they have the ULCC type service.

    Hopefully AA will still emphasize giving proper attention...

    Not sure why anyone would be surprised. This is the wave of the future. Taking what were human being tasks, often not desirable tasks like dealing with customer service issues and automating them to AI. Given that most airline passengers buy strictly on a price point there's little incentive to provide esteemed customer service. People want ULCC prices and now they have the ULCC type service.

    Hopefully AA will still emphasize giving proper attention to it's more profitable customers that actually have real complaints.

    1. digital_notmad Diamond

      AI would be preferable to this, though, which appears to be a simple static algorithm

    2. tda1986 Diamond

      Right? The shocking thing isn't that they've automated the process, but rather how basic and utterly ineffective this procedure is. They could've rolled out a script to do this many years ago.

  55. Michael K Guest

    Starbucks has AI automation too. Yesterday I asked a question multiple times, but kept getting a response that they were “sorry” about me experiencing a problem. I told them no problem, just a question. The AI gave me some reward points and I gave up.

  56. GUWonder Guest

    Does Advantage Customer Service even answer phone calls anymore? Or is that too all via chat and email?

  57. ptahcha Guest

    While this addresses timely response to a complaint, how are they tracking them for metrics?

  58. Felix02 Guest

    They should hire ChatGPT.

    Can’t be worse.

  59. Anonymous Guest

    Thanks for this post. Recently, I traveled for business (booked through corporate travels) and ended up with delays and cancellations that left me arriving at the destination over 24 hours later. I received the 2,500 miles from Gemma, but now know that I should respond for further resolution. Thanks!

    1. Felix02 Guest

      Who has implemented this automation? An intern? Sure not but some high paid consultants probably made this recommendation.

      Such a giant corporation and such a lacklusting approach to NLP

  60. hbilbao Guest

    Now we have undisputable evidence to prove that AA doesn't care about it's customers.

  61. Carl Member

    Wow. I find the automated responses to be duplicitous and unethical. Not because they are automated, but because of what they actually say, which is patently false. There are ways that AA could word the responses without resorting to deception and outright lying. What these letters tell you is that the management lacks integrity and candor.

    1. joel Guest

      ime united also has automated replies. noticable often when you get the reply back with 24 hours

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Brian G. Gold

I really hope this blog post becomes the number one search result for "Gemma Flint" so paxs that get a response from this bot, know what it is.

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Ryan Guest

So…just add the word “disability” somewhere in your email :)

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Rebecca Allen Guest

I worked in customer relations with an airline and I understand how this automation, which is supposed to help - doesn't. My company tried something similar and it snowballed quickly into a disaster. It decreased productivity and morale with the staff, it generated anger and hostility from the consumers. The customers that don't follow up after an automated letter simply go to a different airline. You cannot increase profits by driving away customers. I think customers have reached their saturation points of not being heard, especially from an industry that thinks it's a good idea to make seats as small as possible (which don't actually fit normal people), make the trip as uncomfortable as possible (who can recline a seat these days?) and somehow still manage to justify charging exorbitant prices. Personal customer relations is the very least they should maintain, but only if these companies actually want to maintain a viable customer base.

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