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Dealing with Diverse


Customers and Clients
By Michael Collins
Managing Director, Diversity Strategies
American Airlines

A
American Airlines constantly competes to In January 2008,
earn the business and loyalty of its passengers and clients. American developed
In order to succeed in today’s marketplace, it is imperative a robust diversity and
that we at American Airlines not only embrace the diversity inclusion page on www.AA.com, the first of its kind in
of our customers and clients, but of our own team and the the airline industry. The link promotes American’s ef-
world around us. forts in supplier diversity, employees, diversity leadership,
As a company that bears the name “American,” much awards and recognition, corporate citizenship, and ongoing
is expected of us, and we hold ourselves to an extremely marketing initiatives. American also has products tailored
high standard. Being a part of American Airlines means for small businesses, and AA.com Web pages specifically
understanding that we help bridge the world together—and tailored for women (aa.com/women) as well as the
by doing so, we connect different cultures, environments Lesbian, Gay, Bisexual and Transgender (LGBT) community
and people. (aa.com/rainbow).
Our commitment to promoting diversity and equality We have dedicated sales teams that focus solely on di-
is highlighted in being the first major airline to endorse verse customer groups, such as the African-American,
the Employment Non-Discrimination Act (2008). We are Hispanic, LGBT and women communities. These sales
also proud of our 16 Employee Resource Groups (ERGs), teams support and partner with many community organiza-
which reflect a wide range of communities within Ameri- tions such as the NAACP, League of United Latin Ameri-
can’s employee populations. These ERGs promote a can Citizens (LULAC), the Human Rights Campaign and
®
positive, productive work environment while creating av- Susan G. Komen for the Cure .


enues for employees to con- As a global carrier, we
tribute their ideas to the feel a responsibility to pro-
business, and help American The increasing globalization in vide opportunities for wom-
develop products and services en- and minority-owned and
for its global customer base. our world requires more small businesses to grow and
The increasing globaliza- prosper as part of our sup-
interaction between diverse


tion in our world requires more ply chain. As a result, since
interaction between diverse cul- the inception of our Supplier
tures, beliefs, and backgrounds.
cultures, beliefs, and backgrounds. Diversity Program in 1989,
Each customer, client, and American has spent more
employee brings a unique than $3.6 billion with certi-
perspective that allows us to solve problems, overcome fied women- and minority-owned businesses.
challenges and implement new ideas. At American American Airlines recognizes that being a global
Airlines, we promote inclusion for all and strive to create airline means we are in the business of connecting people
an environment where all differences are valued. American and cultures from around the world. We are proud of our
uses a combination of third-party partners, newly-formed commitment to diversity and inclusion, and proud to
external advisory councils, our employees, and relationships “Welcome Aboard” the wonderful array of people our world
with key advocacy organizations to gain greater insights into reflects. PDJ
how to deliver the best travel experience possible.

P ro f i l e s i n D i v e r s i t y J o u r n a l March/April 2010 43

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