Thousands of Customers Drive Experience Improvements
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 the Chaordix platform, combining qualitative and quantitative research program activities and analytics.
The Forum, along with the expert guidance of the Chaordix team, allowed American Airlines to better understand the perceived strengths and weaknesses of their current travel experience and identify new opportunity areas for product and service development and enhancement. AA used the nearly 150,000 submissions, comments, and votes they received from over 3,200 engaged members to evolve the overall AA customer experience strategy.
The online community ultimately had a significant impact on everything from the customer journey to flight services, from digital services to lounge design. One of the community’s most notable successes was its significant contribution to an application that allows frequent flyers to easily use their points to book flights.