United Airlines’ Chief Customer Officer on Scaling CX Through Operations

The airline industry is one of the most complex and dynamic environments to operate in—and for customers, every trip is a direct experience of how that system performs.

United is the world’s largest airline, serving 180 million customers across more than 380 destinations each year—a scale that makes operations central to delivering the experience and reducing friction across the journey.

This week on The Modern Customer Podcast, David Kinzelman, Chief Customer Officer at United Airlines, explains how the company embeds customer experience into its operations through metrics, decision-making, and systems designed around the customer.

At United, teams measure performance through the lens of the customer—not just operational efficiency. That changes how they make decisions, from holding flights to managing connections, based on the impact to customers and the moments that matter to them.

Across the journey, United continuously identifies and removes friction. In the digital experience, customers are given real-time options and the same information as agents so they can act immediately without waiting.

That system is enabled by technology. AI improves communication during disruptions. Tools like Agent on Demand scale access to support in high-stress moments. Connectivity powers personalization, delivering relevant information to customers in real time.

Key highlights from the conversation:

• Performance measured through the customer lens to guide real-time decisions
• Friction continuously identified and removed across the journey
• Real-time options and information enabling customers to choose and act immediately
• Technology scaling access to support while people define how the experience is delivered
• Personalization enabled by connectivity, delivering relevant information in real time