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Qantas will invest AU$80 million in customer improvements in 2024 following a series of recent missteps that have tarnished the Australian carrier’s once-mighty reputation.
The newly-announced investment will be in addition to AU$150 million that the carrier had previously budgeted to improve customer experience, which will be funded from profits.
The additional investment will address “a number of customer pain points” through improvements such as better contact centre resourcing and training, an increase in the number of seats that can be redeemed with Frequent Flyer points, “more generous” recovery support when operational issues arise, a review of longstanding policies for fairness and improvements to the quality of inflight catering.
The airline has suffered serious reputational damage in recent months following allegations from the Australian consumer watchdog that it continued to sell tickets for cancelled flights in 2022. The carrier also recently lost an appeal to overturn a previous court ruling that found it unlawfully outsourced 1,700 ground handling jobs during the pandemic.
In an effort to rebuild consumer trust, newly-appointed CEO Vanessa Hudson last week issued a public apology to customers for the airline’s recent performance and said the company wants to “get back to being the national carrier that Australians can be proud of”.
Qantas said it working to accelerate some initiatives that are already underway, such as the re-platforming of the Qantas app, with more details to be shared “in coming weeks”.
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