American Airlines is trying to become a more premium carrier and I believe it is taking this goal very seriously. But a recent upgrade snafu demonstrates that the carrier has a long way to go and must focus immediately on improving its technology.

American Airlines Wants To Be Luxury, But Can’t Even Process An Upgrade…

A client was traveling from New York to Los Angeles in AA Flagship Business Class. He wanted to uprade to first class and while checking in, there was an attractive offer: only $256 for the transcontinental upgrade.

I chose one of his pre-saved credit cards and clicked proceed. But the app glitched out and he remained in business class.

After checking in, the upgrade option disappeared.

AA does not allow you to cancel check-in online: I figured that if I could cancel check-in, I could check him in again and get the upgrade offer.

I called the Executive Platinum desk.

The first agent said that first class was full.

Lazy fool…

The next agent saw the seats and said, “No upgrades are available.”

I asked the agent to cancel the check-in and she said it was “impossible.”

I asked the agent to transfer me to web support and a 35-minute call ensued with a very nice but very incompetent agent based in the Philippines who said, “Upgrades are available at the airport only. Don’t worry, they will upgrade you there.” That was after he said, “Sir, there’s no problem because you are already upgraded to business class!”

Thanks, but no…that’s not how it works. And no, he booked into business class directly and was trying to upgrade to first class.

I asked the agent to cancel his check-in and he said it was not possible. I asked him to check with his support desk and he agreed. When he came back (after a very extended hold), he said that if I cancelled check-in, I would not be eligible for an upgrade and “only airport check-in would be available.”

I called his bluff and told him to cancel the check-in anyway. I went back on hold and finally he came back saying that my client was no longer checked in.

After ending the call, I navigated to AA.com where not only was I able to check him in, but I was able to confirm the upgrade to first class (I used the desktop site this time):

Finally, the problem was solved.

This was all a mindless headache:

• If the original upgrade processing had not glitched, no call would be necessary
• If I could have easily canceled my check-in online, I could have checked in again without having to ask an agent for assistance
• If AA had a more robust upgrade system (like Delta or United), I could have easily upgraded even after check-in

Agents were not trained, software was glitchy, and the app and the entire system was not user-friendly.

Fixing issues like these is key to creating a premium carrier as well…not just a fancy new business class cabin.

CONCLUSION

I wasted over an hour of my time to give AA ancillary revenue…current systems are so convoluted I cannot even give money away. Creating a better app and website and properly training agents are key to making American Airlines a top-tier carrier again. This little anecdote demonstrates so nicely that AA still has a long way to go.