The case ‘Qantas Airlines: Twitter nosedive’ discusses the challenges the airline has faced in recent years. Recently, the company made a mistake on social media by announcing a twitter contest without addressing the current troubles it is facing. This provided dissatisfied customers with an opportunity to publicly express their opinions. Unfortunately for Qantas, the unsuccessful contest gained a lot of attention, but not in the way they had hoped. This attention led to a spreading of negative opinions and damage to the company’s public image. The negative comments stemmed from issues regarding the technical condition of their aircrafts and difficulties in reaching agreements with work unions, resulting in strikes and the grounding of their fleet for several days. As a result, Qantas now has to deal with the repercussions of this negative image.
Olivia Wirth should consider changing the crew in charge of the contest and public relations. It would be wise to delay the contest until the situation stabilizes. They neglected to monitor the statements and failed to research their company’s negative reputation prior to starting the contest. Although we cannot change the past, future decisions should be carefully considered. It is important to conclude the contest promptly but in a low-key manner, as to minimize attention. If social media communication is employed in the future, it is crucial to have real individuals overseeing it, rather than relying solely on automated responses. The company should prioritize improving communication with the public through social media, which could involve hiring professionals or outsourcing this task.
Timing is important.
For the next month, our focus is on unsatisfied customers who are active on social media. Our main message is ‘We are improving ourselves’ and we aim to enhance our relationship with the public and improve communication. We intend to share this message multiple times a week across various social media platforms.
It is recommended that O. Wirth proposes the immediate establishment of fleet technical control to guarantee the optimal performance of all Boeings and their engines. Qantas airlines should subsequently announce that flying with their airlines is completely safe and that past incidents will not happen again. The implementation of a new aircraft control system should be enforced, ensuring regular inspections of the fleet every quarter and generating reports on its technical condition. Informing individuals about these measures is vital as it will foster passenger confidence when flying with Qantas.
1. Timing
Effective immediately, this information must be disclosed on a more frequent basis, including quarterly. However, considering the present challenges faced by airlines, it should be disclosed even more often.
2. Audience
All individuals interested in traveling with us should be reached by Qantas through mass media and social media platforms such as Twitter, Facebook, and the Qantas website.
3. Key message
We prioritize your safety and ensure that you will reach your desired destination on time.
4. Desired outcome
Our aim is to cultivate increased trust among customers when flying with Qantas. Rather than continuously apologizing, we want them to recognize our proactive efforts in enhancing service quality and addressing any inconvenience that may arise.
5. Frequency
Initially, the intensity is higher and then decreases every quarter.
Then OW should recommend having good relations with unions and avoiding such situations in the future. If they had a really good relationship with those organizations, they could mediate to fix tense situations before there is nothing left but to strike. Airlines should take care of the relationship between them and their employees and unions. They were surely aware that a strike was coming because of the calculations made (20 million per day), yet they did nothing to avoid it. They should take fast action and take responsibility for the passengers who were affected. If they prevent these events, Qant.as will surely not lose any customers to other airlines like Virgin, and their company image will stay positive.
Timing: Starting from now, there will be a few releases this week.
Audience: Qantas should use mass media such as Twitter, along with other mass media channels, to communicate with all people.
3. The key message is that we have a positive outlook on working with labor unions.
4. Our desired outcome is that people will have confidence in the prevention of future strikes and will be more inclined to choose Qantas for their travel needs.
5. Frequency
Two or three media releases.
The primary goal of Qantas is to rebuild the trust it lost due to recent incidents and adverse events, which led to a significant decline in its customer base. By improving communication and implementing stricter technical controls on its aircrafts, Qantas aims to prove the sound technical condition of its fleet, thus boosting customer confidence in selecting Qantas for their travels. Additionally, Qantas offers a level of service that surpasses the expected standards for the price paid compared to other airlines. It is anticipated that these planned measures will enhance Qantas’ existing reputation.
We understand that those affected by the grounding of our fleet may be unhappy. However, we want to apologize and show our dedication to making important improvements. These changes are designed to improve our service and encourage our previous customers to come back.
After making certain adjustments, we aim to launch a campaign that presents Qantas as a contemporary, secure, and top-notch airline. We wish to draw inspiration from the successful campaigns conducted by Turkish Airlines and Qatar Airlines. Our campaign will be grand in scale, featuring television commercials. Additionally, we are contemplating endorsing a sports team or a well-known individual to encourage more individuals to connect with our company. Another worthwhile idea is to establish a YouTube channel showcasing the exceptional travel experience on our aircrafts with our outstanding team.
The company aims to revolutionize the airline industry by being the first in Australia and Southeast Asia to introduce a completely new offering. This will be achieved through investing in innovative Boeing aircraft known as Dreamliners. By using these state-of-the-art planes, the company will attract customers who seek novel experiences and are eager to try out new aircraft.
