American Airlines Post Bankruptcy Response: Thumbs Up

There is a flurry of activity around the announcement for American Airlines filing for Chapter 11 bankruptcy, but as a customer who interacted with them personally through this crisis, I have to give the company a thumbs up.

I give American Airlines a "Thumbs Up" Post Bankruptcy Announcement

Here are 5 things I think American Airlines did right — On and Offline:

  1. Email: AA sent out an email explaining its decision to its loyal American Advantage Rewards members.  I received mine before I saw it in the news or twitter.
  2. Web Banner: They put a top banner on their homepage assuring customers that business as usual, flights would not be interrupted and rewards miles would not be touched.
  3. Phone Customer Service: I actually had to call and change my flight on the same day they filed. I was expecting an exorbitant wait time…nope 1 minute and I was talking to an agent who was calm and helpful. She immediately made the change, assured me my future miles were safe and thanked me for being a loyal customer.
  4. Facebook Video: The video on Facebook, while very corporate, did offer a good chance to reassure customers and others of what, why and how the decision will positively change the future of the company.  They received a 163 likes, 134 shares and 126 comments–very mixed in nature, but overall showing support for the company.
  5. Twitter Response: I think they did a fairly good job in the Twitterverse…trying to respond to loyal customers,correcting misinformation and staying away from the emotionally charged, immature comments.

I am proud of the way American Airlines handled this crisis.  I think they coordinated traditional and new media communication methods to consistently send the message that business as usual, flights and rewards are secure, and forward looking statement around a “come back” and thank you for the loyalty of their customers.

What do you think? How would you rate American Airlines handling of its Chapter 11 bankruptcy protection?

About the author

Melissa Kennedy

I am an innovative, practical problem-solver with an MBA. Pioneered one of the first social media strategic plans for a Fortune 100 company, including monthly online TV program viewed by 120,000 customers. Created a scalable channel marketing service model and established a new customer communication channel through partner web syndication. Developed marketing plan for start-up technology firm. Launched first comprehensive marketing campaign for major science and technology university's $1 Billion fund-raising effort. Award-winning performance for 15 years across functions, industries and organizations.

My passion for results goes beyond professional pursuits. I am a global facilitator and co-organizer of Startup Weekends and serve as an advocate and volunteer for many local charities including Food Bank of Central/Eastern NC, North Carolina International Affairs Council and Connected Women of North Carolina. Plus, I have served as the President for the Triangle Interactive Marketing Association,

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