Case Study: American Airlines achieves better customer experiences with Chaordix

AA Invites Superusers to Co-create Better Customer Experiences

American Airlines, a global carrier serving 260+ airports and 3,500+ daily flights, needed ongoing consumer and market insights to better serve high-value customer segments and to learn from customers during its merger with US Airways. To meet this challenge, American Airlines partnered with Chaordix to launch the American Airlines High-Value Customer Forum using the Chaordix platform for continuous, real-time engagement.

Chaordix built and managed an online community that combined qualitative and quantitative research activities and analytics, engaging over 3,200 members and generating nearly 150,000 submissions, comments, and votes. The Chaordix-driven insights directly informed American Airlines’ customer experience strategy—shaping the customer journey, flight and digital services, lounge design—and helped develop a new application enabling frequent flyers to more easily use points to book flights.

American Airlines