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

American Airlines has consistently outperformed its airline peers in tweet/reply rate and speed of response on Twitter, and set the bar for what airlines need to do to become a reliable voice on social media.

“We’ve learned that the social media customer service rep has to be a different breed,” Pierce told the Forum audience. “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.”

Over the next three weeks, we will publish in full the presentations and interviews from the Forum. To follow along as they are added, bookmark this page.

Pierce’s talk on “Reinventing Customer Service in Travel” is in full, below.

Read More: 3 Top Quotes About Reinventing Customer Service From American Airlines’ Director of Social

Photo Credit: Jonathan Pierce, Head of Social at American Airlines, at the Skift Global Forum in New York City on October 9, 2014. Skift