Dive Brief:
- American Airlines is rolling out a redesigned app through the end of May, the airline said Monday.
- In response to customer feedback, the airline is introducing a more personalized home screen that features upcoming trips and information about a user’s AAdvantage loyalty membership. It is also adding a new section dedicated to information about a customer’s AAdvantage account, including status and miles, and the ability to display real-time flight updates on the lock screen.
- “We’re dialed in to delivering on new ways to make our customers’ travels with us as easy as possible, so improving their most powerful tool — the app — is a significant focus of ours,” Heather Garboden, American’s chief customer officer, said in a prepared statement.
Dive Insight:
American has renewed its focus on customer experience, with the appointment of Garboden in February, plans to offer complimentary in-flight Wi-Fi announced last week and now a revamped app.
“Over the last year, our team has been taking feedback from customers to understand their pain points and wish lists to make sure we’re tailoring the next evolution of the app to deliver what they want most,” Garboden said. “This newly redesigned app is the first step in giving us a base that will allow us to continue to build and release new features so we can always deliver what customers value most.”
The airline aims to make the mobile app, also available on iPads, a one-stop shop for travelers with an intuitive layout.
Across the airline industry, customers are most satisfied with the quality and reliability of mobile apps, according to the American Customer Satisfaction Index.
But American Airlines has seen its customer satisfaction dip. It fell 8% year over year — the most of any airline — according to ACSI’s rankings of airlines. The ACSI attributed the decrease to business customers frustrated by the frequency of delayed and changed flights and disappointment with the rollout of its new loyalty program.
