Comprehensive Analysis of Qantas Airways Customer Service Report

This report provides a detailed analysis of Qantas Airways' customer service operations. It begins with an overview of the airline, its customer segmentation, and the methods used to identify customer needs. The report examines Qantas's promotional strategies, including historical trends from 2014 to 2019, and offers a comparative analysis of its products and services. It also delves into the challenges the company faces in marketing and customer service, including competitor analysis. The report covers customer service procedures, consumer rights, relevant legislation, and data management practices. Furthermore, the report explores customer loyalty programs, mobile apps, and referral procedures. Finally, the report concludes with an overview of the key findings and references used in the analysis, along with appendices for supporting documentation and customer feedback.

Customer Service
Qantas Airways
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Qantas Airways
Contents
Introduction...........................................................................................................................................1
Organisational Overview:..................................................................................................................2
Customer’s profile and segmentation................................................................................................2
Methods to identify customer’s need.................................................................................................2
Promotional strategies...................................................................................................................2
Customer insight programs............................................................................................................3
Customer Loyalty Program............................................................................................................3
Offering mobile apps and solutions...............................................................................................3
Historical Analysis of promotional approach (2014-2019)................................................................3
Comparative analysis of products ands services................................................................................4
Challenges the company face in marketing and solutions..................................................................4
Competitor’s analysis of Qantas........................................................................................................4
Customer Service Procedure..........................................................................................................5
Consumer’s rights..............................................................................................................................5
Regulatory authorities to protect the rights of consumers:..........................................................5
Australian Consumer Law (ACL)..................................................................................................5
Montreal and Warsaw Conventions...............................................................................................5
The Civil Aviation Safety Authority (CASA)................................................................................6
Australian Competition and consumer commission (ACCC)........................................................6
Referral Procedure.............................................................................................................................6
Customer’s data management............................................................................................................6
Report feedback and requirements.....................................................................................................7
Conclusion.............................................................................................................................................7
References.............................................................................................................................................7
Appendices............................................................................................................................................9
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Introduction
In this report, a brief analysis will be done over the customer services of the company. The
selected organisation is ‘Qantas Airlines’ of Australia. The customer service procedure and
the level of customer satisfaction from offered services will be analysed. The focus will be
given to marketing and promotional strategies of airline with respect to customer services. An
analysis will also be done over the challenges company is facing in its marketing and
promotional strategies.
Organisational Overview:
Qantas airline is one of the famous airlines of Australia. It is the largest airline of Australia by
fleet size. It is ranked as third among the oldest airlines of the world. It was founded in 1920
in Queensland. The airline is based on the Sydney. Qantas owns a low cost airline named
‘Jestar Airways’. The major subsidiaries of Qantas are ‘Australia Asia Airlines’, ‘Impulse
Airlines’, ‘Australian Airlines’, ‘Qantas link’ and ‘Jet Connect’. It is also a founding member
of ‘One world airlines allowances’, ‘American Airlines’, ‘British Airways’ and ‘Cathay
Pacific’. The Qantas is very popular and large airline of Australia which is offering domestic
and international flight services at a massive level (Qantas, The official website of Qantas,
2019).
Customer’s profile and segmentation
The profile of the customers is recorded by the airlines with the help of their data
management services. Segmentation will be done usually on the bases of the class of the
customer, frequency of the customer and the services he usually buy from the airlines.
Sometimes the segmentation is done on the bases of gender, sex and the area of the customer.
Methods to identify customer’s need
The need of the customers is identified on the bases of the feedback and reviews given by the
customers. With the help of identification of trend in customer’s choices and preferences, the
actual need of customers can be identified. Data analysis of the consumers will be very
helpful in recognising the need of consumers. Sometimes, the regular customers are identified
by the company in order to provide better services with the help of data analysis.
Promotional strategies
By greeting the customers on their frequent visits:
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Qantas is using the data bases of customers to delight them. They maintain a record of
frequently visiting customers and greet them related to their birthdays, occasions or
anniversaries. They also make the customer feel special by recognising their names and tell
them about their frequent visit with Qantas. With the help of extensive data analytical
capability of the company, they are providing some special attention and services to their
regular customers in order to maintain loyalty of the consumer and good customer
relationship (Umbel, 2019).
Customer insight programs
This program is offering miles in exchange of sharing the data of the customers. This
program is offered to know more details about the consumers. These customers are rewarded
by value added services by the clients. The analysis of these data bases helps the marketing
team to customize the services according to the need of clients. This analysis of data is
helpful in knowing the actual demand and need of the customers. Marketing department
focus over the analysis to alter or modify their advertisements after knowing the psychology
of their customers of different class and distinctive segments. Customer’s targeted marketing
campaigns are made on the bases of analysis of the data (Qantas, Qantas Customer Service
Plan - United States, 2019).
Customer Loyalty Program
The company is offering some rewards in order to maintain the regularity of their customers.
Some valuable benefits are given to the regular consumers in the form of discounts, miles,
flight tickets and shopping in the form of redeemable coupons or points (Qantas, Qantas
Customer Service Plan - United States, 2019).
Offering mobile apps and solutions
The company is offering mobile apps and solutions for the convenience of the consumers.
The quick ticket booking facilities and other service related information can be obtained with
the help of mobile apps. Free download of magazines of around 60 languages and access of
internet are allowed to customers within the flight duration for their convenient (Umbel,
2019)
Historical Analysis of promotional approach (2014-2019)
In the earlier years, company was focus over improving the quality of its services. Company
was focus to improve quality of their services. But now a day’s company is developing new
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methods to impress the customers by greeting them in an impressive manner. With the help
of data analysis of customers company is now focus in identifying the trend in the choices of
customers. The promotional strategies of company are shifting towards the customer centric
approach.
Comparative analysis of products ands services
Qantas is offering wide services of flights through all over the world with considerable fare
availability. The customer service department of the company make the customers informed
about the reservations and booking status of their seats with detailed information of services
(Qantas, Qantas Customer Service Plan - United States, 2019). Bad weather, technical
problems, flight delay or cancellation of the flight, route change of the flights are informed to
the customers in order to maintain the transparency of the services offered by the company.
Qantas helps the customers in managing their baggage safely from the boarding to the
destination in a comfortable and convenient method. Considerable and sufficient size of
cabins is provided to the customers in order to make their journey convenient (Qantas, The
official website of Qantas, 2019).
Challenges the company face in marketing and solutions
The challenges faced by company are to manage the customer relationships and providing
satisfactory services to the clients. Providing refund and management for the booking
facilities are also very challenging task for the company. Refunds of the tickets are available
according to the policies of the Qantas. The company is offering good flight attenders in
order to ensure about the comfort of the customers. Snacks, meals, drinks, water and other
food related services are provided by the company according to the time duration of the flight
(Skytrax, 2019). Although, the company is trying to provide best customer services in order
to provide them safe, convenient and memorable journey but it is very tough to meet the
expectations of all customers (Umbel, 2019).
The company is overbooking the tickets against one seat at a large level that is why the cases
of denied boarding or cancellation of tickets are happens very frequently. Company is trying
to respond complains of their consumers within 30 days but sometimes it is not there. So
many customers receive the reply after a long time periodInvalid source specified..
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Competitor’s analysis of Qantas
Virgin Australia, Singapore Airlines, British airways, Cathay Pacific and Delta are major
rivals of the Qanta airlines. These rival companies are also leading in terms of booking the
tickets and generating revenue. These are offering good consumer services at affordable
prices (Hong, 2019). They are not only performing well at customer services but also
efficient at cost management (Gurcan, Beyca, Akcan, & Zaim, 2019). Because of the
increasing competition in aviation industry, the Qantas has to focus on its ticket booking
charges, customer services and efficient customer contact system. Although, the Qanta is still
having a competitive advantage over its rivals because of its wide spread network (Herald,
2019).
Customer Service Procedure
Customer service procedure consists of various stages of customers. First of all the need of
the customer is identified by the staff members. According to the policies of the consumer,
the services are provided to the customers. In the end, feedback of the customer is observed
in order to ensure about services.
Consumer’s rights
Regulatory authorities to protect the rights of consumers:
The government made laws, norms and regulatory authorities in order to ensure about the
safety and satisfaction of the consumers of aviation industry.
Australian Consumer Law (ACL)
The consumers of aviation industries are protected by the law named as Australian Consumer
Law (ACL). This legal frame work provides basic protection of clients and ensure about the
free selection of aviation products including ticket booking with appropriate standard of
services to cater the basic needs of the consumers. It protects the consumer against
misleading, deceptive and unethical practices of airline industry. Making false or misleading
representations and deceptive marketing techniques are covered under the act. The ACL is
applicable on all classes of tickets of every airline of the country ((ATCONF), 2013).
Component pricing is also controlled by APL. It means the airlines have to show the prices of
their tickets at single price fair (Including all charges), otherwise they will have to show the
additional charges clearly. The customers should be informed clearly about fare charges and
services on prior bases. There is a strict enforcement of law throughout the country in order
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to ensure about the rights of consumers with ethical business practices by aviation industry of
the country ((ATCONF), 2013).
Montreal and Warsaw Conventions
There is a ‘Montreal Conventions’ provided by the government of Australia to safeguard the
international travellers in case of death or accidental cases, damage of baggage and delay in
flight services. Another legal framework named as ‘Warsaw Conventions’ is designed for the
safety of domestic clients. It provides safeguard for the domestic customers in case of any
unwanted case during their travelling ((ATCONF), 2013).
The Civil Aviation Safety Authority (CASA)
It is the national authority to regulate the civil aviation inside the country with a major focus
on preventing any accidents cases or tragedies in aviation industry. It directly reports to the
Federal minister for infrastructure and transport. It monitors the aviation operations
throughout the country including air routes, licences, safety requirements and environmental
factors which may affect the proper operations of flights. It regulates the quality standards of
pilots, safety accessories and other safety staff of the flights in order to make sure about the
safety of the passengers (Government, 2019).
Australian Competition and consumer commission (ACCC)
This regulatory authority protects the rights of consumer while promoting a fair competition
with transparent charges of products and services. It prohibits the companies in making any
misleading or false deceptive marketing techniques and preserves the rights of consumers. It
promotes fair trading practices throughout the country (Qantas, Qantas Tarmac Delay
Contingency Plan, 2019). Although, ACCC promotes the competition with the help of fair
marketing techniques but simultaneously, it control and penalise the deceptive and unfair
marketing techniques which are follows by various companies in order to increase their
business at the cost of consumer rights (commission, 2019).
Referral Procedure
The customers are acquired by either internal network of company or external network from
the company. It means if a person is referred the name of other person who is known to the
company, that would be better for the airlines for knowing their clients and enhancing their
business. Person may provide the reference of any other customer even outside the company
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for travelling in the airlines. Referral procedure is a method of acquiring the clients in order
to enhance the sales of the company.
Customer’s data management
Customer data management is very crucial task for the company because maintaining the
security and confidentiality is one of the major tasks for the company. Moreover, customer
satisfaction is based on the effective management of data. A brief data analysis is required to
know the exact requirements of the customers. Identifying the trends in customer’s choices
and segmentation of the customers is based on the data analysis. So that customer data
management is one of the important tasks for the business of the company.
Report feedback and requirements
An effective analysis of the feedback and requirements of the consumers is essential for
better customer services. Reporting the feedback and requirements to the managerial level in
order to improve the negative factors in services should be done. Moreover, customer
satisfaction comes on the priority for the aviation industry.
Conclusion
Qantas is performing very effectively in customer relationship management by having a wide
and deep data collection of customers. No doubt, the company is providing satisfactory
customer services to the clients and leading in the aviation sector. Although, a little bit
improvement is needed in shifting the passengers because of overbooking against one seat.
Focus should be given on the immediate reply of the queries of the customers especially
related to cancellation and refund against the ticket. Company need to provide detail
information about the shifting of passengers to another flight, changes in the routes of flight
and cancellation of the flight to avoid the dissatisfaction of consumers. It can be said that fair
and transparent marketing practices not only increase the loyalty of the customers but also
results in the enhancement of sales of the company. For making a fair public image, it is
essential to ensure the protection of the basic rights of consumers in aviation industry.
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References
(ATCONF), W. A. (2013). THE AUSTRALIAN CONSUMER PROTECTION FRAMEWORK. Retrieved
December 21, 2019, from
https://www.icao.int/Meetings/atconf6/Documents/WorkingPapers/ATConf6-ip021_en.pdf
commission, A. C. (2019). About the ACCC. Retrieved December 21, 2019, from
https://www.accc.gov.au/about-us/australian-competition-consumer-commission/about-
the-accc
Government, A. (2019). About CASA. Retrieved December 21, 2019, from
https://web.archive.org/web/20111010213151/http://casa.gov.au/scripts/nc.dll?
WCMS:STANDARD::pc=PC_91621
Gurcan, O. F., Beyca, O. F., Akcan, A. F., & Zaim, S. (2019). A Customer Satisfaction Study in an Airline
Company Centered in Turkey. Industrial Engineering in the Big Data Era, 377-388.
Herald, T. S. (2019). Qantas profit slides as international competition revs up, stoking 'unprecedented
airfare' discounts. Retrieved December 21, 2019, from
https://www.smh.com.au/business/companies/qantas-profit-slides-as-international-
competition-heats-up-20170223-guj5x5.html
Hong, J.-W. a.-B. (2019). The Identification of Marketing Performance Using Text Mining of Airline
Review Data. Republic of Korea: Hindawi.
Qantas. (2019). Qantas Customer Service Plan - United States. Retrieved December 21, 2019, from
https://www.qantas.com/us/en/support/customer-service-plan.html#meeting-your-needs-
during-tarmac-delays
Qantas. (2019). Qantas Tarmac Delay Contingency Plan. Retrieved December 21, 2019, from
https://www.qantas.com/us/en/support/customer-service-plan/tarmac-delay-contingency-
plan.html
Qantas. (2019). The official website of Qantas. Retrieved December 21, 2019, from
https://www.qantas.com/in/en/about-us/qantas-careers/customer-service/cabin-crew.html
Qantas. (2019). The official website of Qantas. Retrieved December 21, 2019, from
https://www.qantas.com/us/en.html
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Skytrax. (2019, December 21). Qantas Airways: Customer Reviews. Retrieved from The official
website of airline quality: https://www.airlinequality.com/airline-reviews/qantas-airways/
Umbel, M. A. (2019). 5 Ways That Qantas is Using Data to Delight Customers & Build Loyalty .
Retrieved December 21, 2019, from https://www.umbel.com/blog/big-data/5-ways-qantas-
using-data-delight-customers-build-loyalty/
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Appendices
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