1. Living the Brand Phase II Outline
5/21/09!
Airport Services!
June 2011!
2. Living the Brand Phase II
Theme 1: Your Role
Whether in a large hub or a smaller spoke city, the agent’s role is to deliver
excellent customer service. In abnormal situations, like STL post-tornado,
the customer should see the same seamless process in their travel (“Just
Key because we’re affected doesn’t mean you should be”)
Message!
a) MIA agent holds a newspaper with headline announcing fantastic
customer service in a high-traffic situation. A customer quote
Poster accompanies the image.
b) STL agent, “a small station with big spirit”
Layout!
Inspired by Emily rollout will include:
- A letter to agents introducing the campaign,
Engagement - website with video contest,
- and a locker mirror with the Inspired by Emily image.
Exercise !
2!
3. Living the Brand Phase II
Theme 2: Competitive Advantage
In an environment where differentiation from other carriers is becoming
difficult, we must do what we can to set us apart. Delivering excellent
Key
service will not only help keep AA on top, but making one-on-one
Message! connections with our customers will increase their loyalty and
willingness to return.
Customers viewing a departure board, which displays customer quotes about
Poster
good service in place of gate information. Reads, “Making connections, even
Layout! with our non-stop customers.”
Engagement Deliver prizes from Inspired by Emily contest, and announce the 10 new
Exercise ! winning videos of customer service stories on the DAS website.
3!
4. Living the Brand Phase II
Theme 3: First Impressions
Key This theme should serve as a reminder to agents that the first 30 seconds of
Message! interaction send a strong message about American’s brand and image.
A bird’s eye view over the gate counter, where as customers wait in line, they
Poster
think about which agent they would prefer to approach. “Customer service is
Layout! in the eye of the ticket holder.”
-SABRE sign-in message
Engagement -screensaver
Exercise ! -Reminder stickers with good customer service techniques for agents’
computer monitors
4!
5. Living the Brand Phase II
Theme 4: Consistency
Although our stations are spread across the world, the American brand is the
Key same. In Europe, MCLA, Asia, Canada and domestically; the customer
Message! should be treated with the same high level of service wherever s/he may
travel.
Agents representing a variety of international stations will pose, arms linked
Poster (or maybe passing along a boarding pass/passport). Flags in the background,
Layout! they will represent consistent service from all stations, no matter the
continent.
Agent Connection web page feature, “A Day in the Life,” in which agents from
domestic and international stations will be profiled. They will share their
Engagement
stations biggest challenges, and give insight about their daily work
Exercise ! environment. But, despite their differences they strive to deliver consistent
experiences to AA customers.
5!
6. Living the Brand Phase II
Theme 5: Instant Feedback
In today’s airports, customers are not disconnected from the rest of the
Key
world. Feedback via Twitter, Facebook and other social media is not
Message! uncommon. Thus, agents are instantly held accountable for their actions.
Poster A close up of a smartphone in hand that shows positive feedback in the
Layout! @AmericanAir twitter mentions. Caption says, “Impress them in real-time.”
Engagement -Encouragement to tweet good customer service moments to @AmericanAir
Exercise ! -New electronic informational devices for agents
6!
7. Living the Brand Phase II
Theme 6: Own the Moment
Our agents’ interactions with customers are short; they must take those
Key
opportunities to make them feel confident in their choice of traveling with
Message! American.
Poster
Teaser movie poster
Layout!
Engagement
Collateral item—buttons reading “ICAN Own the Moment”
Exercise !
7!
