Qantas – sad but true

February 6, 2014

A peer sent me this email. The subject line sad “Sad but true”…

A man is alone in an airport lounge. A beautiful woman walks in and sits down at the table next to him.
He decides because she’s wearing a uniform, she’s probably an off-duty flight attendant.
So he decides to have a go at picking her up by identifying the airline she flies for, thereby impressing her greatly.
He leans across to her and says the British Airways motto, “To Fly. To Serve”?
The woman looks at him blankly.
He sat back and thinks up another line.
He leans forward again and delivers the Air France motto, “Winning the hearts of the world”?
Again she just stares at him with a slightly puzzled look on her face.
Undeterred, he tries again, this time saying the Malaysian Airlines motto, “Going beyond expectations”?
The woman looks at him sternly and says, “What the f*** do you want?”
“Aha!” he said, “Qantas!”.

The Qantas cynic might say, “THAT is why QANTAS is losing ground, bad staff is the anchor around management’s neck!”

In fact, bad Management creates bad staff. What drives some QANTAS staff to be so rude, and offensive? Why are so many like that?

People are psychologically ‘wired’ to want to do their jobs to the best of their ability. They WANT to be proud of what they do, how well they do it, and genuinely derive endorphin (physiological) gratification for doing so… beyond the intellectual reward of remuneration and benefits.

However, when frustrated by politics, ineffective or inadequate processes, insufficient support or resources the psychology turns to protecting their higher motives with coping mechanisms. Unable to grasp the nuances of why they are frustrated, they lash out negative, emotionally, irrationally, and the rest is exemplified above. The spread disharmony among peers, disenfranchise supports, do there jobs even worse. Is it satisfying? No! Is is spite against an employer they perceive is unsupportive? Perhaps. Can it be changed? Yes!

Decent training, decent support, decent supervision, decent employment mentoring, and QANTAS would be the best, most highly regarded airline in the world… with travellers thrilled to pay a premium!

Good Management would ensure good staff… staff who are empowered, motivated, inspired to impress, and ‘market’ the brand positively.

QANTAS has potential. Even under existing management, the diminishing brand decay is not yet reversible, but this cannot last long.

The madness is that major shareholders appear to be, ignorant of this incompetence in management and rewarding it!

Well, they say, “A fool and his money are soon parted”. What they don’t say is “The incompetent word-smiths at the top of funds management companies who do NOT have the know-how to make intelligent managerial appointments, are wasting away the superannuation of millions of people.”

Shame… not only for the punters who trust their superannuation managers to do a better job, but also for the icon we once proudly new to be QANTAS.

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Dec 17, 2013, the Australian Newspaper reported that Qantas blames rivals for market share drop on routes to Australia.

It must be like ‘death by 1001 cuts’ for Qantas shareholders as the slow realisation that current Management are incompetent.

COMPETENT management would KNOW that the Qantas brand has developed Diminishing Brand Loyalty.

COMPETENT management outclasses its competitors, but doesn’t blame them or use them as an excuse.

COMPETENT management doesn’t lose market share and find excuses…

COMPETENT management wins market share by efficient application of marketing effort and skill, as well as superior product/brand positioning.

Of course, the greatest incompetence has to c=go to the shareholders themselves, clearly bereft of business skills, not to have replaced existing Qantas management already.

How badly does Qantas REALLY have to perform before someone realises the emperor is not wearing any clothes?

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Want to know more about Diminishing Brand Loyalty? Go to: http://bit.ly/DyingBrand
Want to know more about Product Management for Market Share? Go to: http://j.mp/prdmgmt