In terms of customer service, what do "touchpoints" refer to for American Airlines?

Touchpoints in the context of customer service for American Airlines encompass all interactions a customer has with the airline. This includes any moment when a customer engages with the airline, from booking a flight and checking in, to customer service calls, social media interactions, and on-board experiences. Understanding touchpoints is essential for improving the overall customer experience, as they represent opportunities to enhance satisfaction and loyalty.

While boarding procedures are certainly a critical aspect of the travel experience, they represent only one specific touchpoint among many. Feedback surveys and marketing campaigns, although valuable in their own right, are also limited to certain aspects of the customer journey and do not capture the full spectrum of interactions a customer might have with the airline. Recognizing the breadth of touchpoints allows American Airlines to focus on continuously improving and optimizing every stage of the customer experience.