Empathy at Scale: How American Airlines Is Transforming Travel

In the airline industry, turbulence isn’t limited to the skies. Delays, rebookings, lost baggage, and mounting traveler expectations make customer care an ever-evolving challenge. For American Airlines, these pressure points have become powerful catalysts for innovation and transformation.

At the center of this shift is Carolyne Truelove, Vice President of Customer and Operational Excellence. With a deep belief that operational excellence and human connection can, and must, coexist, she’s leading a reimagining of what it means to care for travelers at scale.

The vision is clear: a care model that’s globally scalable, digitally intelligent, and emotionally resonant. One that empowers teams, anticipates needs, and inspires loyalty alongside bookings.

Turning Care into a Competitive Advantage

“We’re not just delivering service,” Truelove says. “We’re curating experiences with purpose, passion, and precision.” This mantra has fueled American Airlines’ shift from reactive service to proactive care.

With more than 350 airports and a vast network of multilingual engagement centers, the airline is proving that scale does not require sacrificing personalization. Predictive analytics, disruption modeling, and AI-powered tools are enabling teams to support customers before needs are even voiced.

In 2024 alone, over 20 million contacts were right-channeled from traditional to digital touchpoints such as the redesigned app and website. These efforts allow agents to focus on complex moments that call for empathy, flexibility, and a human touch.

Designing the Future of Travel, One Interaction at a Time

The airline’s transformation is reflected not just in the tools, but in the results. A reimagined AAdvantage^® app now acts as a personal concierge. Agent-assist technology has boosted First Contact Resolution past 85 percent. Newly launched self-service trackers have reduced baggage resolution times by 40 percent.

Speed is not the only priority. According to Truelove, technology is used to amplify, not replace, the human spirit. Automation addresses routine needs, giving employees more time to listen, understand, and connect.

That combination of precision and empathy defines American Airlines’ approach to modern customer care. From mood-aware AI to visual troubleshooting and multimodal service design, the airline is investing in tools that deliver care with intelligence and intuition.

Culture-Led Change Starts at the Frontline

For Truelove and her team, lasting transformation depends on trust, both with customers and employees. Frontline teams are empowered with real-time journey views and contextual tools, and their contributions are recognized through global rewards, customer kudos, and visibility into impact.

The question that drives every innovation is simple: What are our teams experiencing firsthand? These insights have led to meaningful changes in staffing models, policy design, and agent well-being, including a 14 percent reduction in absenteeism through targeted initiatives.

Coaching is central to success. Truelove describes it as her greatest joy. “The best results come from teams that feel seen, supported, and unstoppable.”

Data-Driven, Empathy-Led

Stories from customers and employees remain a powerful source of insight, but data is used as a guiding light to improve experiences in real time. It informs how and when to act, helping the team deliver consistently across channels and time zones.

Whether implementing contextual nudges, inclusive digital experiences, or culturally fluent training, American Airlines is creating personalized service from Tokyo to Tucson.

Looking ahead, the future of customer care will rely on a blend of AI and human warmth. Emotion-aware prompts and personalized guidance will allow teams to serve with efficiency and care. Yet what excites Truelove most is experiencing the journey herself, as a customer, a leader, and a traveler.

This isn’t just about better technology. It’s a human-centered reinvention of how people experience air travel.

Read the full Brand Spotlight interview in the July issue of CX Insight magazine, available now.