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Consistency and the Corporate Brand

August 8, 2017

Most of the domestic AustralianQantas Ticket flights I’ve caught in the past have been short ones, so until now I hadn’t really taken much notice of the inconsistency of the on-board experience.

A couple of longer-haul trips to Darwin in the last month – three legs with Qantas and one with Jetstar – made me sit up and take notice. On one flight, I couldn’t help but do that – my seat wouldn’t recline.

The key thing as a customer is that you want to know what to expect. On Jetstar, you know you’ll get the bare minimum. However, on Qantas you pay a little extra with the expectation of a premium service.

While most service businesses make a big thing about consistent customer experience, lately there’s been very little of that on Qantas planes. I’ve had a different user experience each time I’ve flown.

On the Sydney to Melbourne route there is barely time for food service, but four and a half hours to Darwin can really drag on – especially in a no frills Jetstar cabin. You crave the food service and in-flight entertainment on offer to provide the distraction needed to make the trip go faster.

On each Qantas flight, I’ve had three different entertainment configurations – an individual screen on the back of the seat, a seat pocket iPad on the second flight, and then BYOED (bring-your-own-entertainment-device) and download the Qantas Entertainment app.

Then you have food and beverage service. I had complementary drinks for one of the legs, but on the other two they were selling beverages for $6 each. Is it really worth Qantas’ while to charge $6 a drink? Surely serving the first drink for free with your meal is going to generate far more goodwill and less bother than completing a hundred separate cash transactions as the flight attendants make their way down the aisle.

I like to be all set with what I’ll need in my seat before I get on the plane – book, headphones, etc. – so I can put my bag up in the overhead locker and hopefully not have to touch it again until we land. Knowing what to expect from the on-board experience before the flight would be very useful.

Ultimately this inconsistency is a corporate brand issue. If the customer experience doesn’t consistently meet up to the expectations set by the organisation’s brand “promise” or values, it has a damaging effect.

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