Qantas CEO Vanessa Hudson has a long way to go to win back trust
Qantas' new CEO will provide a breath of fresh air, writes Pure Public Relations founder Phoebe Netto, as she argues the airline needs to build back customer trust following numerous scandals.
If there’s one job I wouldn’t want, it would be that of Vanessa Hudson, Qantas’ incoming CEO.
Incoming Qantas CEO, Vanessa Hudson
The quintessentially Aussie airline has recently faced a series of scandals triggered by the COVID-19 pandemic, from financial losses to serious issues with customer experience, cancelled or rescheduled flights, industrial action, and even disrespecting vegetarians.
Times weren’t always this tough for poor old Qantas, which once held a special place in our aviation hearts. Who could forget the time when Qantas made the decision to ground its entire fleet in response to industrial action? Or when a winky face was deemed enough of a response to the #Qantasluxury being hijacked by stroppy customers on Twitter? Both of these incidents happened in 2011, when Qantas had some brand trust points to spare. Back then, customers ultimately forgave them.
Today, things are not that simple.
Take the meat-free fiasco, for example, when Twitter user John Dee discovered that economy passengers weren’t guaranteed to have vegetarian options available on domestic flights of less than three and a half hours.
Is Alan Joyce deliberately trying to run @Qantas into the ground?
What kind of airline stops offering vegetarian food to its passengers? It was chicken pie or nothing tonight.@VirginAustralia are you still offering veggie options? pic.twitter.com/zVkG61LlSb
— JON DEE (JonDee.com) (@JonDeeOz) September 18, 2022
The veggie fiasco happened during a time when flights were being cancelled and rescheduled left, right and centre – and the brand simply didn’t have enough trust in the bank to survive with its reputation intact.So, now that the brand has tightrope-walked itself into an irreversible trust deficit, is a new CEO and a hazy memory of ‘the good old days’ pre-pandemic enough to spare the brand?
The good news is that the appointment of new CEO Vanessa Hudson provides some hope for a fresh start. This is a new CEO with a new set of priorities and a ‘clean slate’ with the public. With claims of a serious commitment to customer service, Hudson’s priorities are clearly in the right place.
To repair its reputation, stem waning customer loyalty, and overcome the crisis once and for all, Qantas must first address the elephant in the room. It must acknowledge the issues it has faced over the past few years and take sincere steps to put them right. If actions speak louder than words, then Hudson’s actions are a megaphone.
Qantas should offer a clear and concise explanation of how the crises occurred and what measures it is taking to ensure they never happen again. It’s not enough to simply say sorry and move on, the airline must take the necessary steps to address ongoing customer service issues. After all, there is a distinct difference between feeling genuine remorse for your actions and simply regretting being in an uncomfortable situation or getting caught.
Under Hudson’s leadership, Qantas must also focus on rebuilding trust by listening to customers and taking their feedback seriously. In her first public statement as named incoming CEO, Hudson declared that her priorities are in order: customers, staff and then shareholders. But the airline must also be specific about what went wrong and how it plans to make it right.
The best way to do this is by switching to reassurance mode. Reassurance mode tells customers that you’re aware of the problem and that their trust is important to you. It’s about communicating honestly and openly by saying: ‘This is why you can be confident in your experience with us. This is how we’ve learnt from those mistakes. This is what we’ve done to make improvements and help you have peace of mind going forward.’
Social listening is another essential tool that can help the airline better understand customer sentiment and take proactive measures to address any concerns. By implementing social listening and not being afraid of what they hear, Qantas will be able to anticipate any and all questions and answer them in a respectful way.
Transparency, honesty, and a genuine commitment to customer service are essential for Qantas to restore its brand reputation. With a new CEO at the helm, the airline has a unique opportunity to rebuild its reputation from the ground up.
Qantas has faced some serious challenges in recent years, but with the appointment of a new CEO, the airline has the chance to start fresh and repair its reputation. The airline must be transparent, honest, and proactive in its efforts to regain customer trust.
Qantas is a long way from winning back trust, but with consistency and patience, it’s possible to win back confidence. In time, this will lead to trust, and trust will ultimately lead to loyalty. Let’s hope Hudson is in it for the long haul.
Phoebe Netto is the founder of Pure Public Relations.
What a weird opinion piece based on opinion (not fact). Profitability and public love for the airline has never been higher
The last ceo was polarising in the business community (out of that no one has a clue who he was) but has done an extrodinarily good job by almost every metric.
When PR people use opinion pieces to build their profiles I wish it was supported with evidence or else it makes us seem vacuous.
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