Pay out refunds swiftly;hold flight credits

This has been one of the huge challenges for Qantas customers over the last few years,and I think one of the main reasons many are saying they won’t fly with the airline again. Those who are owed refunds on unused flights have been having huge amounts of trouble getting those refunds paid. If Qantas hopes to regain the public’s trust,it really needs to streamline that process and ensure its customers get what they’re owed.

The airline’s decision – under much duress,it should be said – to cancel the expiry of pandemic-era flight credits that remain unclaimed was also a good one. Even if those credits are never used,travellers need to know that their money won’t just disappear.

Stop cancelling flights

Obviously,if Qantas is found to have been selling seats on “ghost flights” – that is,flights that have already been cancelled,which is being alleged by the ACCC – that will be another huge blow to public confidence. Even without that though,the airline should be more reliable. Travellers pay a premium to fly with Qantas,and they expect the best in return.

Last month, Qantas cancelled 4 per cent of its flights – that’s almost 40 per cent more than Jetstar,which cancelled 2.9 per cent. Qantas’s cancellation rate was also above the average across all domestic airlines in Australia,which was 3.8 per cent. Clearly,a premium carrier should be more reliable than that.

Improve its frequent flyer program

Here’s another common bugbear you hear from formerly dedicated Qantas passengers. It’s easy enough to earn frequent flyer points in Qantas’s program – by flying,or spending money on your credit card,booking hotels,buying insurance etc – but what’s far more difficult is putting them to use. In other words,what are your chances of being able to use your points to book seats on flights you actually want to take?

If Qantas wants to regain customer loyalty,it could most certainly make that process easier (which ispart of its new plan). Release more seats for frequent flyer bookings. Ensure customers can use their rewards effectively,and they’ll be far more motivated to earn those rewards.

Stop outsourcing

If you want to be the national carrier,it helps to show some allegiance to the nation. That is,support the country that supports you by providing employment,paying staff well,keeping everything in-house.

The illegal sacking of 1700 ground staff during the pandemic was awful,but Qantas has also outsourced maintenance functions to offshore companies,it’s outsourced its catering services,and there’s been news recently of the airline’s plans to outsource some cabin crew and even pilots. That doesn’t exactly feel like home,does it?

Ensure customers get what they pay for

This is a big one. I think a lot of travellers are happy to pay a premium for Qantas. The airline has positioned itself as the best in the skies (in Australia at least),a full-service carrier that its customers can trust and will enjoy flying with.

If that’s your position,then you need to keep it. You need to give people what they pay for. I’ve been on intercity Qantas flights recently with no seatback entertainment. Plenty of flights are still delayed or cancelled. Key facilities such as the business class lounge at Sydney’s international terminal are shabby and crowded. Food onboard is not what it used to be.

People can and will pay top dollar for Qantas again – as long as it’s worth it.

Wait

This is probably the most important point. The key to Qantas regaining the public’s trust is mostly just time. Avoid any major PR calamities,keep your head down,and I’m confident Qantas can right the ship. I still believe Australians want to like Qantas,they want to be proud of this local brand.

That will happen again. It just takes steady leadership,and time.