American Airlines Knew It Needed To Change, so It Did
American Airlines has struggled with customer satisfaction for years. The 2026 American Customer Satisfaction Index survey shows that the commercial airline's efforts to improve are paying off, with the biggest gain amount major U.S. carriers, a 7% rise year-over-year that puts them just one point behind category leader Delta Air Lines.
"As the industry reset and customer expectations continued to rise, we knew we needed to elevate every touchpoint throughout their travel journey. At the core of that ambition was earning customer trust through everyday reliability, clear communication and meaningful value," American's Chief Customer Officer Heather Garboden told Newsweek.
The turnaround began in earnest in early 2025, Garboden explained. That is when the company created a reimagined Customer Experience organization that was designed to intersect with every part of the airline's departmental structure. The CCO calls it, "a true convergence between our Commercial and Operations teams."
"With each new launch and enhancement, we’ve aligned our investments in people, products and technology to meet customer expectations," she said.
The company now sees customer service as not a standalone initiative. That viewpoint change is a cultural shift that prioritizes enhancements to the customer experience, improving key moments throughout the customer journey. "Customers are noticing," Garboden said.
After a challenging 2025, American Airlines is off to a great 2026. They reported record first-quarter revenue of $13.9 billion and lowered debt. However, earnings were hampered by rising fuel costs. The company's revenue is being driven by a high demand for its premium tickets.
American has reached out to those customers specifically, providing an upgraded experience on its planes and in the airport. "Rather than trying to tackle everything at once, we focused on making targeted investments in areas our customers value most, including technology-enabled tools that make travel easier, free inflight Wi-Fi and a refreshed approach to experiential offerings like lounges, onboard experience - including our soft goods, amenities and dining options," Garboden said.
The company recently announced celebrated the grand opening of its newly transformed customer experience at its Terminal 8 at John F. Kennedy International Airport, plans for an expanded Admirals Club at Nashville’s airport and upgraded menu onboard options.
These improvements aren't the end of the line. American looks to carry forward the momentum and continue to evolve the customer experience.
Garboden shared the vision: "Looking ahead, customers can expect continued improvements that make travel feel easier, more intuitive, and more comfortable - from digital tools to ongoing enhancements across experiential touchpoints like lounges, onboard products, and inflight dining. These changes are designed to be practical, consistent, and noticeable, reinforcing trust over time and continuing to build momentum toward a more premium, end to end experience."
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This story was originally published April 29, 2026 at 11:50 AM.