Customer-centric snapshot of American Airlines [1 of 4]

Abstract


This intention of this paper is as a snapshot of sorts as regards the customer centricity as it appears/occurs with American Airlines.



Introduction

After more than a month’s worth of research, with margins so tight, fuel prices moving as they are and so much money on the line a fresh approach to the subject matter was sought to break through the proprietary information wall. This author chose to drive out to Tampa International Airport to engage someone in (American Airline’s) management as to their take on customer centricity. The transcription of the brief conversation will follow shortly. Despite the fact that this seven minute, 35 second conversation took place with the Supervisor on duty, a supervisor in ticketing and baggage, does not seem a huge leap to extend attributes of the customer centricity paradigm into the domains of pilots and steward/esses, baggage handlers, et.al.

It should be noted that the Supervisor on duty is not a corporate talking head. She was and is a very real person whose candor is refreshing. Some may nitpick the transcript, but that would miss the point. The Supervisor on duty should be both cloned and given a raise, as an authentic example of what any airline should be proud to employ.

That the Supervisor on duty would afford me a moment at all speaks to the trained sense of service that came so naturally, and I express my gratitude to her here (and indeed to American for fostering such diligent talent).





Transcript - American Air’s customer-centric orientation (Lipka, 2011).

(this was an impromptu dialog with the Supervisor on duty, represented as “D”, the author, Frank, as “F”)

F …Really? Just whatever your thoughts are as regards (to) American Airline’s sense of customer centricity. Y’know, your organization’s actually done quite a lot…

[phone ringing]

D …uh huh…

F …and, uh [phone ringing] customers come first, I’ll hold if ya…

D …yeah, I’m thinkin’ this probably might not be a good time for this, and maybe an e-mail would be better because I’ve got a lot going on here, but, go ‘head…

F …well, out of respect I wanna send you a copy [D: uh huh, okay] of the paper [D: excellent, okay] but, really, just your thoughts, you know, here’s an example of customer centricity … you had a baggage issue and here you are, a supervisor, you’re down here taking care of it in person [D: umhm], I could come up with all kinds of things based on research, but I’m just wondering what pops up into your mind when it comes to this legacy airline that’s been around since, like, 1934 (1930 literally, but first flight was in 1934) [D: yeah] … one of the best companies this country has … what comes to your mind when you think of the customer coming first and how you folks attend to customers?

D Well, I think the most important thing is to listen to them., as well, and hear what they’re saying and asking for … there’s many times upstairs, with technology, these days, it’s hard to give that … with the self service machines going, and all the cutbacks that we’ve had because of our financial situation … we used to have ten people on our counter, now you might see four [F: it’s a horrible industry for margins] … right… [F: and that’s across the board] …exactly… [F: and with fuel prices, absolutely, I understand] …so, we’re doing a lot more with a lot less, so to speak, that we had years ago. I think it was a very prestigious airlines to begin with, back twenty years ago, I mean, everybody wanted to work for the airlines, it was just, you know, this glamorous job. I think that’s kind of, the morale has gone down a little bit, unfortunately, because of the financial situation …