American Airlines 1998 Annual Report Download - page 17

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Because there is more to good service than just network breadth, American and American Eagle are also
focused on improving the basics of customer service. In 1998, American placed first in on-time dependability
among the big six U.S. carriers. We also introduced ways to make the travel experience of our frequent busi-
ness customers easier and upgraded our in-flight product, particularly in international markets. We also con-
tinued to explore new ways to cater to ever-more technologically savvy customers.
Service differentiation for premium customers has been a key strategy for American since it introduced
the AAdvantage program in 1981. Our efforts to attract the high frequency business traveler continued in
1998 with the introduction of a new top-tier level in the AAdvantage program called Executive Platinum and
the expansion of the first class cabin from 14 to 20 seats on more than 100 Super 80 aircraft deployed in key
business markets. Facility enhancements included the introduction of Platinum Service Centers and of new
Flagship Lounges for our international customers at several airports. American also opened a new Admirals
Club in Tokyo in 1998 and has plans to expand or renovate several Clubs in 1999.
American is also in the midst of the largest and most dramatic aircraft interior refurbishment program in
its history. In the next few years, more than 55 percent of the seats on American’s current fleet will be replaced
with next-generation “slimline” seats. Many of those seats not replaced will be upgraded with power ports for
personal computers, adjustable leather headrests, and personal reading lights. The refurbishment will also
include new carpet, curtains, bulkhead tapestries and sidewalls.
An increasingly important element of a top-quality airline product is
ubiquitous availability. As a consequence, American is focused on making its
AA.com Internet web site the best in the airline industry. In June, we relaunched
the site, giving it a new look and making it easier to navigate. Rated the most
popular airline site on the World Wide Web, AA.com at the end of 1998 was
receiving more than 35,000 fare requests daily with more than one million
customers looking at six million computer-generated page screens per week. In
addition, American’s NetSAAver fares are transmitted via electronic mail to 2.1
million people twice a week, making this e-mail list the largest on the Internet.
New aircraft, the industry’s broadest network, modern technology and enhanced facilities are all very
important to sustaining American and American Eagle’s strong brand images and reputations for providing
high-quality customer service. But none of our initiatives could succeed without the dedication and outstand-
ing performance of our people, who are the subject of the following essay.
15