Customer Experience Strategy Report: Qantas Airline Performance

This report provides a comprehensive analysis of Qantas airline's customer experience strategy. It begins with an executive summary highlighting the report's focus on customer satisfaction, service issues, and the airline's approach to customer experience management (CEM). The report outlines the objectives of the research, which include assessing customer satisfaction levels, identifying challenges, and recommending strategies for improvement. It then delves into an industry overview, analyzing Qantas's position in the domestic and international airline market and identifying its target customers. The research methodology includes primary research through online surveys and interviews, as well as secondary research using social media reviews and customer feedback. The findings reveal that while customers are generally satisfied, issues with the booking system, technical services, and seating arrangements need addressing. The report also examines CEM concepts such as customer centricity, customer lifecycle, and customer journey, offering recommendations for enhancing the overall customer experience. The conclusion emphasizes the importance of customer service management and its role in long-term business success, based on the analysis of Qantas's customer interactions and feedback.

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Executive summary
The report highlights the customer experience strategy needed and offered by Qantas airline
Australia. The report outlines primary research and secondary research of customer reviews
and responses through online interviews and social media review. From the review and
interview responses, it has been seen that the customers are partially satisfied with the service
offered by the company most of the problems are faced due to the booking system, failure in
technical services and seating arrangement of the flights. However. It has also been from the
CEM concepts that company needs to change some of their problems in services. They have
fast and smooth customer response that has been seen from their social media reviews.

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Table of Contents
1. Objectives of the research......................................................................................................3
2. Organizational and Industry overview...................................................................................3
Industry analysis.....................................................................................................................3
Target customer......................................................................................................................4
3. Methods of primary research and online survey....................................................................4
4. Discussion..............................................................................................................................4
5. Secondary research and social media review of the organization..........................................5
6. Secondary research method....................................................................................................8
7. Summary of the results...........................................................................................................9
8. CEM concepts and problems of Qantas.................................................................................9
9. Conclusion............................................................................................................................10
Reference list............................................................................................................................11
Appendix..................................................................................................................................12
Appendix 1: Interview Survey questionnaires.....................................................................12

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1. Objectives of the research
 To identify the roots of consumer experience of management
 To explore the level of satisfaction of the customers with the Australian Airline
company
 To understand the challenges faced by the company in meeting the requirement of the
customers
 To recommend solution for enhancing the customer experience strategy
2. Organizational and Industry overview
The research here is based on Qantas that is responsible for providing Australian
domestic airline service along with international scheduled passenger’s flight. Qantas airways
is the flag carrier of Australia that is one of the largest airline by fleet size offering
international as well as domestic flight services. The existing revenue of the company
reported in the year 2017 was about AU$16.1 billion with an operating income of
AU$1.59 billion in the 2017 (Qantas AU, 2018).
Industry analysis
Domestic Airlines have been subject to turbulent condition in trading over the period
of past three years. In this context, Qantas and Virgin Australia had pushed the air rates
during the year of 2013 and 2014 along with Qantas that made an effort to hold the
aggressive drive to expand its share in the market. The airline organization achieved 60.0% in
the year 2013 and 40% in the year 2015 highlighting its position in the low fare market
(Qantas AU, 2018).
Target customer
The market segmentation of Qantas can be complicated based on the concept that
different segments have various requirements and expectation. However, Merrilees (2016)

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states that the aviation company for target usually implements behavioral segmentation
market selection. However, target customer of Qantas are business travelers who are
travelling from Australian or outside.
3. Methods of primary research and online survey
The research here aims to collect information by developing investigating interview
questions through online survey on 10 customers that avail airline services. In this context,
the primary data will be collected through open-ended interview question asked to 10 airline
customers. The interview participant will be recruited through an effective method of
sourcing through the development of resource panel by creating database,
4. Discussion
During the period of interview, the research wrote down some of the keywords (refer
to appendix 1). The first question that was asked during the interview was on the number of
time customer avail the service and the purpose of their availing the service. It has been seen
that most of them travel for business purposes. Interviewee 3 responded that the traveling
arrangement were not up to the mark with the date of travels. When the customers were
asked about the changes that are required to be made they reponded several issues that are
needed to be changed such as seating arrangement, system of booking, delayed flights, food
and technical services (refer to appendix 1).

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5. Secondary research and social media review of the organization
From the above social media interactions it can be seen that some customers are often
not satisfied with the service. The company tries to acknowledge the customer feedback on
time through their twitter page, despite the ride complaint made by the customers. They try to
respond back to the customers and personalize the response back for the customers.
In case flights are cancelled, the airline company try to communicate with their c
customers through social media accounts. In this context, they make a direct contact with the
consumers who are affected by the service through SMS messages.

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It is evident from the review that customers were quite satisfied with the service apart
from certain minor issues related to call centers. Apart from these, their service is quite
helpful and effective for enhancing the satisfaction of the customers.

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As from the review, it has been seen that there are certain problem in the booking
system that is needed to be fixed. Customer are satisfied with the other service, but the
system of booking and refund is needed to be managed (Media, 2018).
6. Secondary research method
All the data from the secondary research has been collected from social media and
website reviews given by the customer on the service provided by the company. From all the
data, collected few of them were selected for highlighting the issues that majority of the
customers are facing in terms of services.

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7. Summary of the results
The customers are quite satisfied with experience of travelling (au.trustpilot.com).
Customer have reported that the websites of the company often is crashed while using that is
needed to be fixed. Again, for the second process the refund is often delayed. Generally, most
of the responses found from the interview and social media survey were positive along with
small amount of responses that were negative. The weakness were found most related to
customer service that has been effectively answered by the company.
8. CEM concepts and problems of Qantas
Customer centricity
From the customer centricity viewpoints it has been seen there are certain issues in the
system of booking, food along seating arrangement are needed to keep in the part of decision
making for the company (Bolton et al., 2014). This would help in improving the internal
culture of the organization.
Customer lifecycle
Customer purchasing decision in terms of the organization is based on their popularity
and the instant response based on the queries made by the company. The customer service
department are fast and helpful that helps in interacting with the customers (Nasution et al.,
2014).
Consumer experience
The overall customer experience is required to be improved through proper service
and communication for improving the multiples marketing system within the company.
Customer Journey

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The company needs to work on the demographic and psychographic customer
characteristics for improving the satisfaction of the customers.
Customer Journey Mapping
Although the company has an effective customer service and interactive system but
for the sake of continuous improvement the company needs to set up customer support
system through online and offline channels to deal with the customers (Stein & Ramaseshan,
2015).
9. Conclusion
From the above study, it is evident that customer service management is a necessary
part of any business to be successful for a long-term period. All the business needs to set up
elements and services in accordance to the need of the customer for a long-term period. From
the interview and social media survey, it has been found that customers were partially
satisfied with the satisfied.

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Reference list
Bolton, R., Gustafsson, A., McColl-Kennedy, J., J. Sirianni, N., & K. Tse, D. (2014). Small
details that make big differences: a radical approach to consumption experience as a
firm's differentiating strategy. Journal of Service Management, 25(2), 253-274.
Flights | Qantas AU. (2018). Retrieved from
https://www.qantas.com/au/en/book-a-trip/flights.html
Media, Q. (2018). Qantas Customer Care – #1 Aust Airline on Social Media - Tips for
Improving Digital Marketing. Retrieved from
https://konradmarkham.com/2014/01/28/qantas-customer-care-1-aust-airline-on-
social-media/
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement
and value co-creation. Journal of Product & Brand Management, 25(5), 402-408.
Nasution, R. A., Sembada, A. Y., Miliani, L., Resti, N. D., & Prawono, D. A. (2014). The
customer experience framework as baseline for strategy and implementation in
services marketing. Procedia-Social and Behavioral Sciences, 148, 254-261.
Qantas is rated "Bad" with 1.7 / 10 on Trustpilot. (2018). Retrieved from
https://au.trustpilot.com/review/www.qantas.com.au
Stein, A., & Ramaseshan, B. (2015). Customer referral behavior: do switchers and stayers
differ?. Journal of Service Research, 18(2), 229-239.

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Appendix
Appendix 1: Interview Survey questionnaires
Interview question 1: How often do you use the services and products of Qantas?
Interviewee 1
As I am business traveler I have to avail airline service and products also once within a week
for official purposes
Interviewee 2
I use airline services at least once in a month owing business issues and sometimes for leisure
purposes.
Interviewee 3
I do not use much of the airline services, as I prefer to travel by bus or other communication.
This is because I have airsickness.
Interviewee 4
I avail airline services at least 2- 3 months within a year owing to travelling purposes. I have
a major fetish for travelling.
Interviewee 5
I travel via airlines on weekly basis due to business related activities and purposes.
Interviewee 6
I travel twice in six months for travelling with my family or other purposes. I mostly avail
Qantas for travelling.
Interviewee 7