American Airlines Enhances Customer Experience with New Advisory Board Led by Industry Experts

Published on June 9, 2025

American Airlines has taken a major step towards enhancing its customer service strategy with the formation of a new Customer Experience (CX) Advisory Board. The move, announced after the establishment of the CX organization in February under the leadership of Heather Garboden, the airline’s Chief Customer Officer, aims to bring together a team of seasoned professionals to guide the airline in its mission to refine and elevate its customer experience.

The CX Advisory Board is a significant evolution of American Airlines’ previous Operational Excellence Advisory Board. While the latter was focused on operational efficiency, the CX Advisory Board introduces three new members who each bring decades of expertise in hospitality, customer experience, and data-driven strategies. This new initiative signals the airline’s dedication to improving every aspect of its service, focusing on personalizing customer interactions and creating a seamless journey for all passengers.

A Deep Pool of Expertise in Customer Experience

The three newly appointed members of the board bring an impressive collective experience of over 90 years in various industries, including hospitality, data analytics, and business innovation. The addition of these new voices enhances American Airlines’ already robust leadership in customer service excellence, making the advisory board a powerful resource as the airline continues to innovate and meet evolving customer needs.

Craig Reid is one of the newest additions to the board. Reid, a seasoned leader in the luxury hospitality industry, is best known for his tenure as President and CEO of the Auberge Resorts Collection. Under his leadership, the company grew its luxury portfolio from six to 28 properties, all celebrated for their unique designs and commitment to exceptional service. Reid’s impressive background at Four Seasons Hotels further solidifies his expertise in delivering top-tier customer experiences that blend hospitality with authenticity. His experience in high-end service will be instrumental as American Airlines looks to further distinguish itself in the competitive airline industry.

Carol Campbell, with more than 20 years of experience at The Walt Disney Company, brings a wealth of knowledge in creating unforgettable customer experiences. As the current Senior Vice President and Chief Experience Officer at Ascension, she has led the organization to achieve some of the highest Net Promoter Scores (NPS) in the healthcare industry, a remarkable feat in a sector that demands both high standards of service and operational efficiency. Her deep understanding of consumer expectations and brand loyalty will guide American Airlines in refining its strategies for customer engagement and satisfaction.

Lauren Chewning, Senior Vice President of Marriott’s Data & Intelligence organization, rounds out the trio of new members. Chewning’s expertise in leveraging data and customer insights will be crucial as American Airlines looks to harness the power of analytics to drive better customer service. At Marriott, she has been responsible for utilizing data to enhance customer loyalty and optimize the revenue streams for over 30 hotel brands. Her experience in merging data with customer-centric initiatives positions her to contribute valuable insights that will improve American Airlines’ service offerings.

Returning Members Strengthen Advisory Board’s Expertise

The new members of the Customer Experience Advisory Board will join two experienced leaders who were part of the original Operational Excellence Advisory Board. Bill Fitzgerald, a retired Vice President and General Manager of Commercial Engines Operations at GE, brings a wealth of experience in product development, global support, and operational excellence. Fitzgerald was responsible for overseeing the GEnx product line, the fastest-selling jet engine in GE’s history. His deep understanding of technical operations will be invaluable as the airline seeks to optimize its service and performance standards.

Also part of the board is Chris Sultemeier, an Operating Partner at NewRoad Capital Partners. With over 30 years of leadership experience in supply chain operations, Sultemeier’s time as President and CEO of Walmart Transportation and EVP of Logistics at Walmart gives him unparalleled insights into logistics, shipping, warehousing, and fulfillment. His extensive network of industry contacts across transportation and retail is expected to be a significant asset as American Airlines works to improve its efficiency and expand its operational capabilities.

Strengthening the Focus on Customer Experience

American Airlines’ decision to assemble a team of professionals with such diverse expertise reflects the company’s commitment to refining every aspect of its customer journey. The airline has made clear that it wants to shift its approach to service by focusing not only on operational excellence but also on creating an emotional connection with passengers. This move is indicative of a broader trend in the airline industry, where customer experience is becoming a key differentiator.

By drawing on the knowledge and leadership of industry veterans such as Reid, Campbell, Chewning, Fitzgerald, and Sultemeier, American Airlines is positioning itself to offer a more personalized, responsive, and seamless travel experience. As the airline continues to recover from the disruptions of the past few years, these changes demonstrate its determination to put customer satisfaction at the heart of its business strategy.

The introduction of the Customer Experience Advisory Board is a timely and strategic initiative that will allow American Airlines to align its customer service with the latest trends in hospitality, data analytics, and operational efficiency. With a focus on luxury, innovation, and personalized experiences, American Airlines is ensuring that its passengers receive the best possible service, not just in terms of flight operations but in every interaction with the airline.

Looking Ahead to a New Era of Travel

As the airline industry continues to evolve, the role of customer experience will only grow in importance. American Airlines’ forward-thinking approach, evidenced by the creation of the CX Advisory Board, positions the company to lead in this area. With expert advisors helping guide its strategy, the airline is poised to continue offering exceptional service that meets the ever-changing needs of travelers, setting new standards for the future of air travel.