An Analysis of Customer Experience Management at Qantas Airways

This report provides an in-depth analysis of customer experience management at Qantas Airways, Australia's flag carrier. It begins by outlining the airline's industry context and identifies its primary customer segments: business travelers and leisure travelers. The report then delves into the current customer experience strategy, highlighting areas for improvement based on secondary research and social media reviews, such as website performance, refund processes, and food quality. It proposes solutions, including improvements to the website, customer service enhancements, and the provision of healthier food options. The report emphasizes the importance of connecting customer experience with business value, aligning Qantas's values with customer needs. Finally, it underscores the significance of implementing the suggested customer experience strategies to enhance customer satisfaction and maintain a competitive edge in the aviation industry.

Running head: CUSTOMER EXPERIENCE MANAGEMENT OF QANTAS
Customer Experience Management of Qantas
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Executive Summary
The primary purpose of this report is to elucidate on Qantas Airways in Australia and
describing industry within which it is operates. It identifies the two customer segment of the
organisation and forms the customer experience strategy that can solve the problems of the
Airlines. It connects customer experience with that of business value that can be effective in
augmenting business value of the company. It discusses how the customer experience
strategy can help in offering better service to the customers of the organization.

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Table of Contents
Introduction................................................................................................................................3
Customer segments of Qantas Airways.....................................................................................3
Customer Experience Strategy...................................................................................................4
Connecting customer experience maps with business value proposition..................................5
Significance of implementation of customer experience strategy.............................................5
Conclusion..................................................................................................................................6

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Introduction
Qantas Airways is the name of flag carrier within Australia that is the largest in terms
of fleet size. Qantas Airways can be said to be the largest airline in relation to international
flights along with international destination. Qantas Airways is based within Sydney suburb
and its main hub lie at the Sydney Airport (Qantas.com., 2018). Aviation will remain a
positive factor in relation to Australian tourism and it is being held that by the end of the year
2020, the airline capacity of Australia would increase by that of 50 %. International aviation
capacity of Australia has been growing at a phenomenal rate. It has increased from that of 9.3
million inbound seat in the year 1995 to that of 26 million seats in the year 2017. The
services offered by Qantas Australia is international flights and that of domestic flight
services. This report discusses about Qantas Airways in Australia and industry within which
it is operative. The report differentiates the two customer segments that can help in providing
unique customer value. The report suggests customer experience strategy that can help in
solving the problems of Qantas Airways in Australia. The report discusses how the customer
experience strategy can help in offering better services to the customers of the organisation.
Customer segments of Qantas Airways
The primary customer segment of Qantas Airways are the business travellers who
have to travel in and out of Australia for fulfilling their business purpose. The business
travellers want a comfortable travelling experience that can help them in staying focussed on
their business. Qantas Airways provides opportunity to the business travellers to manage
different aspects of the business travel with the help of their simple-to-use tools. Qantas
provides opportunities like Qantas Frequent Flyer that can greatly help the business
travellers. Qantas is instrumental in providing SMS Flight Updates that can greatly work to
the benefit of the business travellers (Schmitt, 2016). Another customer segment of Qantas

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Airways are the travellers who travel for their personal reasons like for holidaying or for
visiting family. These class of travellers want the money and they travel for the purpose of
relaxation. These class of the people seek for comfort in relation to their travelling and they
do not want to choose an airline simply on the basis of its pricing. Qantas Airways provides
the facility of new interactive map that can be made use of by the passengers travelling in the
popular airlines of Australia.
Customer Experience Strategy
It has been found out with the help of secondary research along with social media
review of Qantas Australia (as described in Assessment 2) that the website of the company
often crashes that acts as a hurdle for the passengers of the Airways. Voice of Customer
revealed that the process of refund is also often delayed that goes against the interests of the
passengers of Qantas Airways in Australia. The customer service was the main arena that
needed improvement in relation to Qantas Airways Australia. There were issues of relating to
food that was ruining the reputation of Qantas Airways in Australia.
The passengers in the present age use the digital technologies like tablets and the
smartphones and the business should be able to provide the customers with service that can
help in improving consumer experience. The flight schedules along with destinations should
be clearly provided in the website of Qantas Australia that can help in providing the
consumers with a better experience (Homburg, Jozić & Kuehnl, 2017). The website crashing
can be prevented by taking care of the server room and the cooling should be carried out
appropriately that can be instrumental in preventing the incidence of website crashing of
Qantas Australia.
Qantas Airways in Australia should provide healthy food along with exciting
beverage option that can help the airlines in improving the consumer experience. Travelling

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can be exhausting and the passengers want a healthy meal while they are travelling on air.
The teenagers who travel for holiday purpose can eat the fresh food that can help them in
staying healthy during the course of their holiday (Peppers & Rogers, 2016). Qantas Airways
should provide hot meals along with fresh food options that can cater to the interests of the
customers. Qantas Airways should think of offering fresh salad along with veggie platter that
can serve the interests of the passengers who are conscious about their health. There should
be more personnel at the customer service department of Qantas Airways Australia who can
handle the refunding that can help the Qantas Airways Australia in the aspect of giving quick
refund to the passengers (Lemon & Verhoef, 2016).
Connecting customer experience maps with business value proposition
The company should improve the customer support system both online and in the
offline channel that can improve the value of the business for the two customer segments-
business travel and those travelling for enjoying their holidays. Qantas Airways lays stress on
the values of genuineness, being optimistic and being inventive that can serve the needs of
modern day consumer (Marchesani, Piccoli & Lui, 2017). The business travellers would
want a travel experience that is transparent that can augment the travelling experience of the
passengers. They would want a travel experience that is innovative that can help in satisfying
their travel experience. Being genuine will be able to serve needs of customer who take
recourse to the Qantas Airways when they are going on a holiday (Fatma, 2014). The service
being offered by Qantas Airways being genuine can makes the customer segment travelling
for holidaying purpose happy that can increase prestige of Qantas Airways of Australia.
Significance of implementation of customer experience strategy
The offering of healthier snacks along with varieties of beverages can help in
renewing the commitment of the passengers towards the airlines. It has been found with the

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help of research that the airlines who create thoughtful food category can stay popular among
the consumers. The nutritional value of the foods taken into consideration can help Qantas
Airways in surviving in the competitive aviation industry of Australia. The number of
workers being increased at Customer Service Department can help the passengers in speeding
up the process of getting the refunds that can ease the anxiety of the passengers (McColl-
Kennedy et al., 2015). The server room of Qantas Airways being inspected at regular
intervals can help them in preventing the incidence of website crashing that can help the
company in providing seamless service to the consumers.
Conclusion
Qantas Airways is a large airline in Australia that helps passengers in going to
domestic along with international destination. The business travellers make up the main
customer segment who have to travel for the sake of their business. The other segment of
travellers are those who undertake the travel for getting enjoyment. Customer service
comprised of the area that was in need of improvement in relation to Qantas Airways
Australia. Qantas Airways was facing problem in relation to food that was ruining the
reputation of Qantas Airways. Health options of food and beverage being provided by Qantas
Airways can be effective in improving customer experience service of Qantas Airways. There
should be increase in number of the workers at that of Customer Service Department that can
speed up the process of getting refunds.

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References
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literature review and research agenda. International Journal of Business and
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Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Marchesani, D., Piccoli, G., & Lui, T. W. (2017). The Impact of IT-Enabled Customer
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Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Qantas.com. (2018). Fly with Australia’s most popular airline | Qantas AU. Retrieved from
https://www.qantas.com/au/en.html
Schmitt, B. (2016). Customer experience management. Handbuch Sozialtechniken der
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