Qantas is to pay a $100M fine, plus $20M to customers to settle a ‘ghost’ flights case.
Qantas ‘admitted misleading consumers’ by advertising seats on tens of thousands of non-existent or cancelled flights. The airline maintains the cancellations were due to post-Covid-19 demand, and IT issues, and not due to games to secure bookings and customers funds for internal and competitive advantages.
Part of it was that customers were not booking tickets to fly on a specific date and time, but merely a bundle of rights. Yeah right! Customers understand that flights and times may change, however it is a basic expectation that an advertised flight actually exists, or that if cancelled, ticket-holders will be notified in a timely manner. Comments from Qantas CEO Vanessa Hudson shows the airline has trouble understanding that, and still doesn’t truly get it.
A customer focus means putting your customers’ needs first, understanding their requirements, preferences, and pain points, and then aligning products, services, and strategies accordingly. It involves fostering a culture where every decision and action revolves around delivering value and exceptional experiences to customers.
Continuous engagement, feedback collection, adaptation, and building strong customer relationships are essential to ensure a business remains responsive and relevant to customer needs.
Qantas will survive, but remember customers are the final judges on the quality of your service and products. Building a culture of extreme customer focus across your business is the way to set up for ongoing market success.
To understand how to make your business more customer focused, and differentiate yourself to win in your market in the sort and long-term, contact EBI for a no obligation review, and no obligation discussion.