Bill Lentsch

Bill Lentsch

Chief customer experience officer

Delta Air Lines

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Few industries have suffered because of the pandemic like airlines. Yet when longtime Delta (and Northwest) vet Bill Lentsch received his marching orders for his new role from CEO Ed Bastian in early March, Covid was but a nightmare on the horizon. And though Lentsch has guided Delta’s viral pivot, his long-term mandate is more interesting: innovating Delta’s customer experience to make it an iconic consumer brand like Apple, Nike, and Starbucks. The Twin Cities resident (he commutes to Delta headquarters in Atlanta) believes the pandemic has allowed Delta to “deepen customer trust,” a key to the airline’s long game.