Insider
YourGuidetoAmericanAirlines
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78 AMERICANWAY
FEBRUARY 15 2009
At AmericanAirlines, diversity isn’t just the lat-
est corporate program. Nor is it a new concept.
American has embraced diversity and inclusion
for decades, and the company has received nu-
merousawardsover theyears for itsholisticap-
proach, which connects employees, customers,
suppliers, and communities.
As a global-service business focused onpro-
viding the best travel experience for customers
fromall over theworld, respectingeveryperson
is an enduring part of the company’s culture.
As part of American’s efforts to highlight Black
History Month,
AA Insider
recently visited with
DeniseLynn (right), American’svicepresident of
Diversity andLeadershipStrategies.
Why isdiversity importanttoAmericanAirlines?
Because American serves about a quarter of a
million different people from all over the world
every day
. It’s our business to bring people to-
gether, and we won’t be successful in that en-
deavor without a fundamental appreciation for
the individual. It’s essential that we create an
environment and an experience that is safe,
welcoming, and respectful for employees and
customers fromall culturesandbackgrounds.
HowdoesAmericanbecome aware of diverse
customerneeds?
We are blessed with a diverse team at Ameri-
can, andwe have a long history of engaging the
ideas and perspectives of employees— through
our Employee Resource Groups — to improve
our services, products, andmarketing todiverse
customer segments. More recently, we created
external customer advisory councils, focused
specifically on key segments, which have given
us invaluable insight into what we can do (and,
frankly,stopdoing) tobuildcustomer loyalty.This
feedbackhasdrivenenhancedcustomer-service
training, specialized content on AA.com/women
and AA.com/rainbow, and product enhance-
ments,manyofwhichbenefit all customers.
have a sound strategy focused on connecting all
of our relationships—with employees, custom-
ers, suppliers,andcommunities— tostrengthen
American’s reputationas theairlineof choice.
How isAAcelebratingBlackHistoryMonth?
Employees participate in many events, but our
long-standing affiliation with the NAACP, the
UNCF, the National Urban League, and many
other African-American organizations does
not end when February is over. Our African-
American customers are important to us, and
wearecommitted topromoting inclusivenessat
all customer touch points— in reservations, at
the airports, aboard our aircraft— aswell as in
the communitieswherewe live, work, andplay.
Seewww.aa.com/diversity formore information.
WhatdistinguishesAA’sapproach todiversity?
Our greatest strength is the rich diversity of our
peopleand theenergyandpassion theyhave [for]
theseefforts. Our boardandCEOare committed
andhavemaintainedasteadfast focuson the im-
portanceof diversity and inclusion throughgood
times and bad because it’s critical to our busi-
ness and because it’s the right thing to do. We
AmericanFocusesonDiversity
For15yearsnow,AMR’semployeeshavehad
the opportunity to join company-sponsored
Employee Resource Groups (ERGs), which
are formedbyemployees tohighlight identity
and advocacy and to provide opportunities
forprofessional development, community in-
volvement,andbusinesscontribution.Among
them are the Indian, Asian/Pacific Islander,
andMuslimERGs, whosemembersprovided
insight on everything from customer service
to menu selections when American began
service to IndiaandChina.
The Diversity Advisory Council, made up
of representatives from each of the ERGs,
meets monthly to provide cross-cultural in-
sight on employee and customer policies,
communications, and initiatives. Diversity
and inclusion are promoted, and strategic
guidance is given from the Board of Direc-
tors, the Office of Diversity Strategies, and
executive- andmanagement-level sponsors.
Diversity is important at American and
isn’t just a goal; it’s thewaywe do business.
AMRhas 16 activeERGs that represent a va-
riety of affinities, including:
40+ (Generational)
African-American
Asian/Pacific Islander
Caribbean
Christian
EmployeeswithdisAAbilities
Gay, Lesbian, Bisexual, Transgender
GenerationNOW
Hispanic/Latin
Indian
Jewish
Muslim
Native-American
ParentsAAtWork
VeteranMilitary
Women inAAviation
MAAny Initiatives
