American Airlines Essay

Overview
First and foremost, we decided to focus our study on American Airline. This airline company is the largest airline flying through and outside the United States and hence knows how to run their business. Still, this company faces a horrendous amount of complaints from their unhappy customers and are not considered customer friendly by most especially in the US. As far as we want this paper to go, our analysis regards the American market since it is the “home” location of the airline. It is also the country where most airline services take place in the world. Thus, the United states represent most of the revenue generated by this airline, regionally speaking.
After a careful analysis of the complaints and feedback, we were able to

Most of them are customer service related, particularly the company’s lack of responsiveness when things go wrong. Whenever a customer faces an issue such as a bag loss or a late flight the company struggles to handle it.
The booking and check-in system seems odd according to multiple feedbacks and may lead to dissatisfaction as well. Overall, this is what we found regarding customer service.
- Lack of communication and responsiveness: When a customer gets a flight cancelled or misses its connection due to a previous delay, poor communication from the Airline service are noticed. A customer may often be left in the wild without knowing what to do or where to go.
- Lack of adapted solutions: AA rarely reimburse nor offer comfortable solutions to a customer even though they may be responsible for the inconvenience they are facing. Proper solutions are not offered from the company which is really surprising if we take into account their position on the market (leader on both National and international Market).
- Rude physical encounter: Customers often complaint for the service provided and the unwelcome staff they meet either at their gate or at the customer service desk. The physical encounter onboard seems to be of higher quality since less complaints talk about

This is mostly due to the bad customer service provided by the airline. Even though American Airline is far from being cheap, unhappy customers consider it a “cheap airline that is not worried about customer satisfaction”.

Main Opportunities
As far as we are concerned, opportunities for improvements are there and should be undertaken.
Such an important company should be able to handle common issues like the ones highlighted above. Strengthening the existing mobile app could be a first step to move forward. The airline could add key features that would make it easier to get live flight updates for the customers Too many people complaint about the lack of responsiveness and updates especially when facing common issues such as an overbooked flight or a flight delay that may result in missing your connection.
Most people also complaint about their problems faced when checking-in and that entail mostly overbooking or a system error that prevent them from checking in via the website or mobile