Qantas~The Loss Of Invincibility
Thread Starter
Join Date: May 2009
Location: 5th Dimension
Posts: 121
Likes: 0
Received 0 Likes
on
0 Posts
Qantas~The Loss Of Invincibility
Social media unveils damage to Qantas brand after safety woes
In the media wars . . . the Qantas chief executive, Alan Joyce, has had to explain the engine woes to the public. Photo: AP
SAFETY concerns have hurt the once-untouchable Qantas brand. The issue has been burning up online chat sites, but analysts are divided over whether the damage is permanent.
An analysis of recent online chatter about Qantas has found a wave of negative opinion about the airline on various social media sites and blogs, with criticism focusing on service and safety. It found the Qantas chief executive, Alan Joyce, was wrong to claim there had been no damage to the brand.
Analysis by the online reputation management specialists SR7 found Qantas had done a good job of engaging with people in social media and responding to criticism but that it was facing an uphill battle.
The SR7 analysis found the Qantas brand had been the most hurt in peer-to-peer reviews, outside of those platforms such as Twitter and Facebook that are being actively monitored by the airline.
The key issues emerging on social media sites were users questioning Qantas's safety standards and stating that they would stop flying with Qantas because its safety record and overall reliability had lost much of its previous integrity.
The analysis found that Qantas had suffered reputational damage, which could amount to tangible financial loss, through commentary on social media.
Recent research by Convergys Corp found that one negative customer review on YouTube, Twitter or Facebook could cost a company up to 30 customers. But Qantas has clearly done better at handling its image outside the online space, with several communications specialists praising the way the airline has engaged with the public.
Paul Gardner, chairman of Grey Group advertising agency, said while the brand was tarnished, it was not permanently damaged. Mr Gardner said Qantas had followed a well-planned communications strategy.
''Qantas has positioned this quite carefully. They didn't fail, an engine made by Rolls-Royce failed - they were quite clear that it was an engine made by Rolls-Royce and a plane made by [Airbus]. The other thing they did brilliantly was that they managed to really play up the quality of the captain. The first thing they released was the captain's recording.''
Andrew Butcher, principal of the communications group Butcher & Co, said Qantas had done everything it could to avoid long-lasting damage, particularly making the CEO available to the public and the media so quickly. ''That's something that a lot of companies don't do, get out there immediately with their leader. Qantas gave it the respect it deserved. They didn't wait to test the water.''
But he said the big issue now facing Qantas was that every minor issue would be magnified and given more weight than in the past.
The advertising executive Brendan Van Maanen agreed Qantas would be subject to more scrutiny by travellers. People would compare it with competing airlines.
''People keep talking about Rain Man [the movie in which Dustin Hoffman's character says Qantas never crashes] but at the time Rain Man came out the Qantas brand was impenetrable. Once you've lost that you can't get it back.''
Mr Van Maanen, the managing partner of Onion ad agency, said the Qantas brand had been harmed and was vulnerable to competition.
''It's about the long-term repositioning of the brand in the mind of consumers. Qantas no longer holds that lofty position that no one else can challenge.''
In the media wars . . . the Qantas chief executive, Alan Joyce, has had to explain the engine woes to the public. Photo: APSAFETY concerns have hurt the once-untouchable Qantas brand. The issue has been burning up online chat sites, but analysts are divided over whether the damage is permanent.
An analysis of recent online chatter about Qantas has found a wave of negative opinion about the airline on various social media sites and blogs, with criticism focusing on service and safety. It found the Qantas chief executive, Alan Joyce, was wrong to claim there had been no damage to the brand.
Analysis by the online reputation management specialists SR7 found Qantas had done a good job of engaging with people in social media and responding to criticism but that it was facing an uphill battle.
The SR7 analysis found the Qantas brand had been the most hurt in peer-to-peer reviews, outside of those platforms such as Twitter and Facebook that are being actively monitored by the airline.
The key issues emerging on social media sites were users questioning Qantas's safety standards and stating that they would stop flying with Qantas because its safety record and overall reliability had lost much of its previous integrity.
The analysis found that Qantas had suffered reputational damage, which could amount to tangible financial loss, through commentary on social media.
Recent research by Convergys Corp found that one negative customer review on YouTube, Twitter or Facebook could cost a company up to 30 customers. But Qantas has clearly done better at handling its image outside the online space, with several communications specialists praising the way the airline has engaged with the public.
Paul Gardner, chairman of Grey Group advertising agency, said while the brand was tarnished, it was not permanently damaged. Mr Gardner said Qantas had followed a well-planned communications strategy.
''Qantas has positioned this quite carefully. They didn't fail, an engine made by Rolls-Royce failed - they were quite clear that it was an engine made by Rolls-Royce and a plane made by [Airbus]. The other thing they did brilliantly was that they managed to really play up the quality of the captain. The first thing they released was the captain's recording.''
Andrew Butcher, principal of the communications group Butcher & Co, said Qantas had done everything it could to avoid long-lasting damage, particularly making the CEO available to the public and the media so quickly. ''That's something that a lot of companies don't do, get out there immediately with their leader. Qantas gave it the respect it deserved. They didn't wait to test the water.''
But he said the big issue now facing Qantas was that every minor issue would be magnified and given more weight than in the past.
The advertising executive Brendan Van Maanen agreed Qantas would be subject to more scrutiny by travellers. People would compare it with competing airlines.
''People keep talking about Rain Man [the movie in which Dustin Hoffman's character says Qantas never crashes] but at the time Rain Man came out the Qantas brand was impenetrable. Once you've lost that you can't get it back.''
Mr Van Maanen, the managing partner of Onion ad agency, said the Qantas brand had been harmed and was vulnerable to competition.
''It's about the long-term repositioning of the brand in the mind of consumers. Qantas no longer holds that lofty position that no one else can challenge.''
Join Date: Feb 2008
Location: Wingham NSW Australia
Age: 83
Posts: 1,343
Likes: 0
Received 0 Likes
on
0 Posts
Qantas
I think one of the greatest short-comings in the public relations area for Qantas is having the CEO, Mr Joyce, or the PR lady fronting the media. What the public seeks is an explanation in plain english from someone who understands the issue with the Trent and how the incident was handled by the crew. Qantas also need to make it clear that uncontained engine failures are not isolated to Rolls Royce Trents. It is undeniable that this failure could have ended much worse than it did, however the fact remains that the crew were able to recover the aircraft to Changi and no injuries were sustained by anyone aboard. It would seem obvious to me, that especially in light of information coming from the ATSB, that RR have erred in the quality control area of pruduction in relation to the oil feed pipe which failed. Off centre counter boring of the item leading to the failure should have been detected in pre-build inspection. It was not, apparently, and thus Qantas and other operators of the A380 Treent 900 powered aircraft would seem to have a legitimate cause for seeking compensation and also able to keep their reputation (Qantas) in tact.
All the bally-hoo regarding "off-shore" maintenance is, in this case, unjustified in my opinion.
All the bally-hoo regarding "off-shore" maintenance is, in this case, unjustified in my opinion.
Join Date: Jul 2010
Location: Australia
Age: 62
Posts: 252
Likes: 0
Received 0 Likes
on
0 Posts
I know it shouldn't matter, but every time I look and see that little Irishman pretending to care about Qantas, a shiver runs down my spine. 
If employees have no pride in the company, that will, if it hasn't already, transfer to the customers.
I just can't find anything to be proud of anymore, either as an employee or customer. I simply like to get the $$$ and go home.
If employees have no pride in the company, that will, if it hasn't already, transfer to the customers.
I just can't find anything to be proud of anymore, either as an employee or customer. I simply like to get the $$$ and go home.
Join Date: Feb 2008
Location: Wingham NSW Australia
Age: 83
Posts: 1,343
Likes: 0
Received 0 Likes
on
0 Posts
Get the Dollars and go home
Skynews, if you really feel that way you maybe should find another employer. Your stated attitude will do neither you or your company any good.
Join Date: Apr 2007
Location: Sunny side up
Posts: 1,206
Likes: 0
Received 0 Likes
on
0 Posts
I think one of the greatest short-comings in the public relations area for Qantas is having the CEO, Mr Joyce, or the PR lady fronting the media.
) instead of a pouting gen Y who repeatedly gave the impression that Qantas thinks its passengers are idiots. There's no point in being overly technical with explanations, but going so far the other way (there were like, fire engines and stuff) appears flippant and doesn't lend a gravity to the airline's response that I think the public expect. Just my $0.02 and PR is a subjective game at the best of times, but once the Captain card was played (which I agree they did very well, and they were lucky to have such an experienced crew on board so they could do that) I don't think they handled the TV media particularly cleverly. I know a lot of people that never use their computer for anything except emails who have been concerned about Qantas 'problems', primarily after watching the news on telly.
...outside of those platforms such as PPRuNe and Faceyawn that are being actively monitored by the airline.
Last edited by Worrals in the wilds; 3rd Dec 2010 at 05:23.
Join Date: May 2002
Location: Brisbane
Age: 77
Posts: 1,406
Likes: 0
Received 0 Likes
on
0 Posts
Well I think, and I know of a lot of others that agree, that the greatest problems at Qantas are NOT the concerns with the A380 and other Maintenance problems, serious as they are, of much more concern is the shocking way Qantas are treating some Employees, in particular these LAMEs at Sunstate. 
Join Date: Jul 2010
Location: Australia
Age: 62
Posts: 252
Likes: 0
Received 0 Likes
on
0 Posts
Skynews, if you really feel that way you maybe should find another employer. Your stated attitude will do neither you or your company any good.
Problematic anyway, where do you suggest we go?
I dream of working for an airline that prides itself on setting the higher standards, there used to be one. If you are. Share holder maybe you need to reconsider your options.
Mainstream media reporting that the ATSB have indicated in their report, that the experience of the crew was a significant factor in the safe outcome of what was an extremely serious event.
Hello, Macfly! Has the penny dropped yet?
Hello, Macfly! Has the penny dropped yet?
Skynews, if you really feel that way you maybe should find another employer. Your stated attitude will do neither you or your company any good
Join Date: Oct 2004
Location: Heaven
Posts: 584
Likes: 0
Received 0 Likes
on
0 Posts
The Word is..... Hypocrisy!!!
Qantas built its reputation during the 60s and 70s.It was maintained during the 80s and 90s.Then it was privatised and taken over by a domestic airline.
The great work done by the men and women on the shop floor was about to be undone.
The successful managment team was replaced by uncaring trough snouting incompetents.Bonuses were introduced and outsourcing became rampant.The workforce was ostricized.Staff participation was neutered and replaced by the divine right to manage mantra of Scrotum Face.
Now its all hitting the fan the employees are being embraced once more by management.Pilots and Cabin Crew are being trotted out as faces of qantas Safety.
No one is buying this crap.
Will this be recognized at EBA time? Bet your nads it wont.
The only group telling it as it really is are the guys who maintain these birds.
Finally the media and the public are taking notice.
BBQs,dinner parties and pubs have become forums for discussion about the rot that has set in at Qantas.
Joyce has a watershed opportunity to re engage the workforce.If he screws it up he may as well go home.He needs to talk to rthe real people and stop listening to the butt kissers who are feeding him misinformation and disinformation.
Employees need to be proactive.
Get a group together and make an appoinment to see the guy.
If that doesnt work an en masse withdrawal of labour may be in order
The great work done by the men and women on the shop floor was about to be undone.
The successful managment team was replaced by uncaring trough snouting incompetents.Bonuses were introduced and outsourcing became rampant.The workforce was ostricized.Staff participation was neutered and replaced by the divine right to manage mantra of Scrotum Face.
Now its all hitting the fan the employees are being embraced once more by management.Pilots and Cabin Crew are being trotted out as faces of qantas Safety.
No one is buying this crap.
Will this be recognized at EBA time? Bet your nads it wont.
The only group telling it as it really is are the guys who maintain these birds.
Finally the media and the public are taking notice.
BBQs,dinner parties and pubs have become forums for discussion about the rot that has set in at Qantas.
Joyce has a watershed opportunity to re engage the workforce.If he screws it up he may as well go home.He needs to talk to rthe real people and stop listening to the butt kissers who are feeding him misinformation and disinformation.
Employees need to be proactive.
Get a group together and make an appoinment to see the guy.
If that doesnt work an en masse withdrawal of labour may be in order
Last edited by DEFCON4; 3rd Dec 2010 at 08:44.
Join Date: Mar 2007
Location: OZ
Posts: 282
Likes: 0
Received 0 Likes
on
0 Posts
Hypocrisy and Buggery
Joyce, Dixon, and Strong are all tarred with the same brush !
It is only the loyal staff who are holding QF together, and after years of neglect and buggery that is at breaking point.
QF is a ticking time bomb !
Let's hope AJ has the intestinal fortitude to steady the ship, but i doubt it.
Just another CEO lining his pockets before he abandons ship.
It is only the loyal staff who are holding QF together, and after years of neglect and buggery that is at breaking point.
QF is a ticking time bomb !
Let's hope AJ has the intestinal fortitude to steady the ship, but i doubt it.
Just another CEO lining his pockets before he abandons ship.
Join Date: Jul 2008
Location: Beyond The Envelope
Posts: 220
Likes: 0
Received 0 Likes
on
0 Posts
Hey Allan
Its the brand stupid.
Get it? The Brand
Who makes the brand?
The Staff Allan....the staff.
Are you deaf?
Make yourself a legend and start listening!!!!
Get it? The Brand
Who makes the brand?
The Staff Allan....the staff.
Are you deaf?
Make yourself a legend and start listening!!!!
Join Date: Oct 2007
Location: gold coast QLD australia
Age: 86
Posts: 1,345
Likes: 0
Received 0 Likes
on
0 Posts
Defcon4, sadly right on the button. What the hell has happened. The pride of our fleet, suffering all this humilation. 49 years of airline ops for me, the proud TAA (and deservably so) the great airline that was Ansett, the people who gave their all, The boss cocky airline Qantas, the pride of the nation, all gone and stuffed up in the name of carpet baggers and shareholders. What the ? What the hell did we give our all for? Standards, safety, loyalty, pride, it was all there. It did not matter if you were a pilot, cabin crew, or the company dishwasher, we were all in there together, old fashioned perhaps, but it was the foundation of the way things were done, and the way to the future. And now its all about money, QF engineering scattered, no seamless work here, cabin crew employed by some company, who would not know a galley from a camels ar$e, remember when the aircraft were clean, both inside and out, and hold items were no more than 5 or 6, at the most, (aircraft going out with 76 hold items was the last I heard) so where does it end? Does it take a smoking hole in the ground, for people to realise that we are not dealing with jam tin labels here? We are dealing with aircraft, it does not matter how many jesus boxes they carry, they are still aircraft, and the A380 showed that, the skill of her crew got her home, and once more QF's luck held out. I hope that after all these years, that I am in that aircrew bar in the sky when the big one happens, I don't think I could deal with it, firstly because my kids fly, and secondly because I know it never should have happened, and thirdly because they will conduct a witch hunt, trying to pin it on some hapless LAME or pilot, but never admitting they were the cause, their greed, their lack of knowledge, their stupidity, in bringing down what was once the nations pride. Amen
? What the hell did we give our all for? Standards, safety, loyalty, pride, it was all there. It did not matter if you were a pilot, cabin crew, or the company dishwasher, we were all in there together, old fashioned perhaps, but it was the foundation of the way things were done, and the way to the future. And now its all about money, QF engineering scattered, no seamless work here, cabin crew employed by some company, who would not know a galley from a camels ar$e, remember when the aircraft were clean, both inside and out, and hold items were no more than 5 or 6, at the most, (aircraft going out with 76 hold items was the last I heard) so where does it end? Does it take a smoking hole in the ground, for people to realise that we are not dealing with jam tin labels here? We are dealing with aircraft, it does not matter how many jesus boxes they carry, they are still aircraft, and the A380 showed that, the skill of her crew got her home, and once more QF's luck held out. I hope that after all these years, that I am in that aircrew bar in the sky when the big one happens, I don't think I could deal with it, firstly because my kids fly, and secondly because I know it never should have happened, and thirdly because they will conduct a witch hunt, trying to pin it on some hapless LAME or pilot, but never admitting they were the cause, their greed, their lack of knowledge, their stupidity, in bringing down what was once the nations pride. Amen
Join Date: Aug 2010
Location: Melbourne
Age: 37
Posts: 54
Likes: 0
Received 0 Likes
on
0 Posts
secondly because I know it never should have happened, and thirdly because they will conduct a witch hunt, trying to pin it on some hapless LAME or pilot, but never admitting they were the cause, their greed, their lack of knowledge, their stupidity, in bringing down what was once the nations pride. Amen
