American Airlines Standardizes With eHelp Corporation's DynaHelp Web Site Customer Assistance

Customer Relationship Management Product Enhances Web Site's Usability And

Will Help to Increase Site Functionality and E-Commerce Revenue

FORT WORTH, Texas, Sept. 12 /PRNewswire/ -- American Airlines and eHelp Corporation today announced that American has selected eHelp Corporation's DynaHelp product as an integral part of its eCRM solution for its consumer Web site, www.AA.com. The airline will deploy DynaHelp as part of a multitiered approach to achieving the highest quality online customer assistance in the airline industry.

"Increasing online customer satisfaction is critical to AA.com," said Elizabeth Crandall, American's managing director of personalized marketing. "We strive to maintain and continually improve one of the Web's largest e- commerce sites, and DynaHelp provides us with an innovative solution that will optimize our Web-based customer service."

eHelp Corporation's DynaHelp software is a proactive customer assistance solution built into Web sites that improves the online purchasing experience of customers. DynaHelp reduces Web site abandonment rates and markedly increases sales by removing confusion at the point of purchase, enabling customers to complete their transactions without assistance. Other eCRM solutions ramp up to provide costly support resources as Web traffic increases, however DynaHelp is scalable regardless of site hits. A crucial component of DynaHelp is the ALURe specification (Aggregation and Logging of User Requests) which allows Web sites to identify and eliminate trouble areas and continuously improve site usability.

Key Features of DynaHelp

-- Real-time assistance provides a proactive and real-time user

assistance standard for transaction-based Web sites.

-- Natural Language Interface provides an intuitive question answering

service that stays up to date with any content added to the Web site.

Customers can type in questions in their own language and quickly get

the answers they need to complete their transaction.

-- ALURe tracks requests for assistance across the site and reports back

to the Web team in real time where the site is causing problems for

customers. ALURe is an open XML-based data format for gathering and

reporting "User Assistance System" usage trends.

-- iPredict technology predicts where customers need help based on prior

patterns and has the answers waiting for them.

"American's focus on continually improving customer service has distinguished it as a leader in the airline industry," said Christopher Calisi, CEO of eHelp Corporation. "The airline's commitment to provide the highest quality customer care is clearly evident in the investments it is making in its on-line presence."

About aa.com

The award-winning American Airlines Web site, www.AA.com, is among the top travel sites on the Internet and is recognized as one of the largest e- commerce sites (Media Metrix). AA.com recently was named a winner of CIO Magazine's 2000 Web Business 50/50 Award. For site users who log in with an AAdvantage number and PIN, AA.com provides news, information and specials that are personalized to passengers' preferred airports, destinations and AAdvantage program travel partners. In addition, the site offers quick, easy and convenient travel reservations, wireless access to flight information via the Palm VII organizer, online management of customers' AAdvantage Travel Awards Program accounts, and useful features like the Sale AAlert that tells customers when airfare for their preferred markets is "on sale."

About eHelp Corporation

Privately held eHelp Corporation was founded in 1990 and is headquartered in LaJolla, Calif. eHelp Corporation is a Worldwide leader in electronic help and customer assistance software, providing the most innovative online user assistance solutions for the Web, Intranets and software applications.

eHelp Corporation provides the foundation to more than 250 million online user assistance systems currently in use around the world and its products have won more than 50 industry awards. For more information, please contact the DynaHelp division at eHelp Corporation by telephone (800) 517-7549; fax: (858) 551-2486; or email: [email protected]. The Web site is available at http://www.ehelp.com/dynahelp.

Current AMR Corp. (NYSE: AMR) news releases can be accessed via the Internet. The address is http://www.amrcorp.com/corpcomm.htm.

eHelp and DynaHelp are trademarks or registered trademarks of eHelp Corporation. All other trademarks used are the property of their respective owners.

SOURCE American Airlines