Jonathan Pierce, Director of Social at American Airlines, spoke today at the Skift Global Forum.

He oversees global social strategy for American, and leads a dedicated in-house team focused on creating customer relationships on social networks, customer service, engaging content and social solutions.

Pierce’s talk on “Reinventing Customer Service in Travel” covered how travel brands can keep customers while remaining competitive in the industry.

Here are three things we learned:

  • “We’ve learned that the social media customer service rep has to be a different breed. People hired are accustomed to customer service over the phone and not usually doing that in writing, so we’ve had to train them for this new medium.”
  • “Our social customer service team goes through a six week training program, no exceptions.”
  • “We’ve got to start integrating social and legacy systems in customer service.”

Keep track of all the activity at today’s Global Forum by bookmarking our #skiftforum tag.

Photo Credit: Jonathan Pierce speaking at Skift Global Forum in New York City on Oct. 9, 2014. Skift