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Customer Advocacy and Reputation Management (Case Study)

Updated on April 5, 2019

Customer Advocacy and Reputation Management (Case Study)

Customer Advocacy and Reputation Management

Building a long term reputation has become an essential element of doing business online. If a business is successful in managing its reputable online presence it will not only be able to successfully monitor its presence over social media and other platforms but would also get leverage on building good public relations.

Let us look at one such example about Qantas Airlines:

Qantas Airways Limited is the largest airline of Australia by fleet size, international flights, and international destinations. Having been founded in Winton, Queensland on 16 November 1920 it is the third oldest airline in the world after KLM and Avianca. It began its international passenger flights in May 1935. The Qantas name comes from “QANTAS", an acronym for its original name, "Queensland and Northern Territory Aerial Services", and it is nicknamed "The Flying Kangaroo".

Qantas is very much engaged in advocating its services in the good interest of its customers and they are taking every possible measure in building their trust and reputation with them online.

“The Qantas Group understands that different travelers have very different needs and values. The Group’s multi-brand model is designed to give customers the experience they desire, with each brand playing a very specific role.”


During 2012/2013 Qantas Domestic was awarded Best Domestic Airline at The Australian Federation of Travel Agents National Industry Awards for the fourth year running.

The Air Transport Awards 2012 and Australian Traveler Awards 2012 named Qantas Link Regional Airline of the Year, and Best Regional Airline respectively.

Qantas Domestic was also awarded Best Australian Lounges at the Australian Business Traveler Awards 2012.


Investing in customer service

14,000 Qantas front-line staff completed intensive customer service training with a focus on delivering more personalized and responsive service in the airport and onboard. iPads and the RED customer service app were introduced for Customer Service Managers (CSMs). These products are enhancing service in lounges and onboard Qantas’ fleet.


Customer loyalty to Qantas forms their major asset and which in turn is also one of the four key pillars of Qantas Group Strategy. Their success is built on deep consumer knowledge which forms the term strategy of engaging their customer through special offerings. Their customer is evidenced by member growth, partner growth and increase in reward redemption.


Qantas has been named as the world’s safest carrier. In the time period, Qantas has zero fatal plane crash record and it became a household name in America when it was motioned in the Academy Award-winning film Rain Man. It was also bought forward by bringing Hugh Jackman in collaboration with them.

Reputation Management in Qantas Airlines

With the advent of Digital Marketing, Reputation Management has become indispensable. That is to say, there lies responsibility for everyone to respond in a responsible way, whether it is a company or an individual. One such instance can be quoted where Qantas responded quickly and efficiently with respect to one of the situations that cropped up.

Whenever there builds up a situation of online conflict, the company would be able to address effectively to it through its timely communication.

On 4th November Stephen Fry was on the Qantas flight that was forced to land in Dubai after an engine had to be shut down. Stephan Fry used Twitter to give ABC News updates about the situation while he was stuck on the tarmac. About an hour later Qantas finally got in on the conversation.

Qantas responded effectively to deal with this very public situation by addressing his problem personally and resolving this issue on time.


Qantas also effectively responded to people affected by grounding and what remains the highlighting part of their communication on Facebook was that they didn't delete the negative comments that they got. Though this may on some extent affect the company’s overall online reputation this may also result in getting overall feedback from the customers and then having a chance for improvement in the future.

Responding back, increase the consumer trust and who knows they may praise you too!

Qantas take to the customer's trust and praises for the airline.

© 2019 Ila Gupta


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