This is a case study about American Airlines and their choice to utilize SPSS to manage their customer information. In an intensely competitive marketplace, knowledge is power. The more an airline can learn about what its customers like and don't like about its offerings, the more effective it can be at building customer loyalty and maximizing its revenues. Of course, the resource cost of obtaining and processing this information must be carefully controlled. Airlines need:

• Volumes of rich, specialized market intelligence


• Timely delivery to decision makers


• Low-cost, high-value production of information