American Airlines Engages High-Value Flyers to Re-envision Travel

American Airlines serves more than 260 airports in more than 50 countries and territories, offering 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.

The Challenge

Following a successful brand development research project, 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.

American Airlines planes lined up on tarmac

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

The 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 ongoing, real-time research dialogue. The gathering of deeper insights was facilitated through Chaordix’s Crowd Intelligence™ platform combining qualitative and quantitative research program activities and analytics.

The Result

Chaordix‘s Crowd Intelligence™ process and software 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.

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