Name: Rob Friedman
Title: Vice President of Marketing
Company, City: American Airlines, Fort Worth
Number of employees: AMR Corp. employs more than 81,000 people worldwide.
Recent project: We introduced American’s refreshed, more modern look. That initiative included defining product strategy for our new fleet, designing updated aircraft interiors and promoting the new aircraft.
First job: I started a yard service when I was 12.
Little-known fact about you: I’m color-blind.
YOUR BUSINESS
Essential business philosophy: Put customers at the center. Our customers are the reason we exist, and as we modernize the airline we prioritize building an exceptional travel experience with them in mind. In a highly competitive industry, improvements that customers truly value are what set us apart.
Best way to keep a competitive edge: Anticipate what’s coming next. In aviation, innovation, proactive planning and flexibility are critical. Staying ahead requires foresight and the ability to adapt quickly to change.
Yardstick of success: Positive feedback from customers and employees. Nearly two years ago we began investing heavily to create a world-class travel experience — from a new visual identity and more than 500 new aircraft to upgraded technology and tools for our people. Hearing that we’re getting it right is the most meaningful measure of progress.
ROB FRIEDMAN AS A TRAVELER
What is the most important item you take when traveling? My smartphone.
How do you spend your time on board? I spend a lot of time talking with flight crews to gather their perspectives and feedback on what’s working and what could be improved. Their insights—from customer comments to operational ideas—are invaluable. When time allows I catch up on email using onboard WiFi or watch a movie I missed in theaters. I also enjoy the onboard baked cookie or a made-to-order sundae. On overnight international flights I try to get about five hours of sleep so I arrive ready to go.
What is your favorite restaurant in the world? Chez Marianne in Paris — a small spot with excellent Mediterranean food and fond family memories.
What is your favorite destination in the world? Anywhere with good beaches or ski slopes, preferably with limited cell service — though that’s becoming harder to find.
ABOUT AMERICAN AIRLINES
What future product developments can travelers expect from American Airlines? Our new exterior design reflects the interior progress we’ve made. The updated livery is modern and clean and symbolizes our commitment to progress and the spirited nature of our airline. As we continue to modernize, that refreshed look and the improvements behind it will appear across airports, technology, customer service and new uniforms for many team members.
What are the details of American Airlines’ new transcontinental service? Our Airbus A321 transcontinental aircraft are designed to elevate the coast-to-coast experience. They offer fully lie-flat seats in first and business class, in-flight WiFi, in-seat entertainment and universal AC power at every seat. The new cabins create a relaxing environment for premium customers to rest, work or stay entertained during flight.
Throughout the aircraft, customers will be able to use an advanced in-flight entertainment system that enables seat-to-seat chat, live text news and weather updates, 3-D moving maps, airport maps and connecting gate information.
What is the most challenging aspect of thriving in the North American market? Adapting to a constantly changing environment is a challenge, but it keeps the work engaging. Our top priority is customer satisfaction, and we continually strive to deliver high-quality products and services that customers value.
Long lead times in aviation can make it difficult to predict customer preferences years ahead. To address that, we closely monitor customer feedback, track changes in demand and anticipate travel trends so we can meet evolving needs.