American Airlines recently chose Mark Mitchell for the new position of Managing Director - Customer Experience.

Published: 19 Aug 2007

American Airlines recently chose Mark Mitchell for the new position of Managing Director - Customer Experience.

Mitchell will be responsible for a team that will integrate new customer-focused programmes, processes, systems, products, services and other enhancements designed to improve the overall experience for American Airlines passengers worldwide.

Previously, Mitchell was Managing Director - Operations for American at Los Angeles International Airport (since mid-2006).

Referring to various steps in recent years at American Airlines to improve the customer experience, Dan Garton, Executive Vice President - Marketing at American Airlines said the airline has simplified fare structures, there is a new, robust booking tool on AA.com for customers who prefer to make travel plans online and there is easier-to-use phone reservation systems.

“We offer greater comfort for Business and First Class passengers. We’re upgrading our in-flight entertainment technology. We will soon be testing onboard connectivity to the Internet on transcontinental flights. Our lounges are the best in the industry,” said Garton. “Our customer value proposition, however, becomes increasingly more complex each day. Customers continue to tell us that we need to do a better job on all fronts or they will take their business elsewhere. So, with this appointment, Mark Mitchell and his new team will strive to ensure that – no matter how small or large the business task – we remain completely focused on delivering what customers value.”