> AA is in the business of giving their customers an enjoyable experience. They just happen to transport them via airplane as their business. Or at least that's

> AA is in the business of giving their customers an enjoyable experience. They just happen to transport them via airplane as their business. Or at least that's how a customer experience designer should look at it, I think. Close, but I think the problem comes from the top. Only management has the power to crush corporate turf wars, which are almost certainly the cause of teams that don't really work together. The only way this would honestly change is if you had a push from the top, and I'm willing to bet the senior management at AA never uses the website. (Why would they?) To them, it's just another division of sales. If the CEO had to book all his flights himself on the website, you can bet there would be some improvements, because he would force people to fix things. Without that weight from above, teams can get away with not working together. Witness Apple's website. Their senior management (notably that one guy), definitely cares about the look and feel of _every_ aspect of the business, including the website, which I'm sure he looks at personally from time to time.