Case Study: American Airlines achieves 2.5% reduction in AHT and scalable Best Practices coaching with NICE Systems

American Airlines - Customer Case Study

American Airlines, serving 250 cities in 40 countries with more than 3,400 daily flights and nearly 4,000 U.S. reservations representatives handling roughly 40 million calls a year, needed a scalable way to improve customer experience and operational efficiency. With about 140,000 daily interactions and a growing remote workforce, traditional side-by-side coaching was impractical and recordings couldn’t be easily edited or shared to highlight exemplary behaviors.

Working with NICE (Quality Management, Interaction Recording, Interaction Analytics and Workforce Management), American built a Best Practices Library of edited call segments and coaching packages—complete with synopses, playback instructions and searchable tags—so supervisors could quickly distribute focused examples and guidance. The program improved coaching for at-home agents, drove a 2.5% reduction in average handle time company-wide (with up to ~40% AHT reductions for some new remote hires), and increased adoption of consistent, effective interaction techniques.

American Airlines

Paul Stumbo

Managing Director