Following a successful brand development research project withFutureBrand and Chaordix®, American Airlines® launched an innovative customer market insights community. American Airlines serves more than 260 airports in more than 50 countries and territories with more than 3,500 daily flights worldwide. American is a founding member of the oneworld® alliance which together with its members serve more than 840 destinations served by some 9,000 daily flights to nearly 160 countries and territories.


OPPORTUNITY

Marketing stakeholders of the iconic American Airlines (AA) brand wanted to form a highly-engaging market insights community to more deeply understand the AA customer experience and travel journey. The goal was to gain insight into how AA can better serve the needs and wants of specific high-value customer segments. In particular, there was an opportunity to connect with subsets of high-value customers through online engagement activities and interactive research programs.

SOLUTION

AA partnered with Chaordix to create the American Airlines High-Value Customer Forum to efficiently engage specific subsets of international high-value customers (including AA elite customers and other airline customers) in an on-going, real-time research dialogue. The gathering of deeper insights was facilitated through Crowd Intelligence™ engagement combining qualitative and quantitative research program activities and analytics.

IMPACT

Chaordix‘s Crowd Intelligence™ process and platform allowed American Airlines to better understand the strengths and weaknesses of their current travel experience and identify new opportunity areas for product and services development and enhancement. AA used the hundreds of thousands of high-value customer submissions, comments and votes received to evolve the overall AA customer experience strategy – ranging from the customer journey … to specific flight services … to the airline’s digital/web services and applications.

LINKS

It was so encouraging when American launched this forum, indicating it might actually want to know what we think is working and what we think needs to be changed. The postings have been a blueprint for a very successful airline.
— AA community participant