Qantas Airlines: Case Study
Qantas is the world’s second oldest airline. Founded in the Queensland, Australia’s outback town of Winton in 1920, Qantas has grown to be Australia's largest domestic and international airline. Registered originally as Queensland and Northern Territory Aerial Services Limited (QANTAS), Qantas is widely regarded as the world's leading long-distance airline and one of the strongest brands in Australia.
Qantas makes extensive use of customer data in both selling and loyalty applications.
For airlines to remain competitive, they need to unify all their customer data living in various siloes and systems to get a 360-degree view of their customers, in real-time. This includes social channels, third-party software (like SABRE), booking information from transaction systems, web, and mobile behaviour (searches, site visits, abandoned carts etc.), email data and customer service information. Airlines need to own their relationship with customers, build one-to-one communication channels, and create timely, relevant and customized content to maximize conversions.
This was the highly competitive situation prior to 2020 when the airline industry worldwide faced the unprecedented challenge of a highly communicable respiratory disease that came to be known as COVID-19.
Manager Sales Automation and CRM-QANTAS
- Challenge yourself to utilize your Salesforce CRM experience
- Exciting opportunity to use your analytical skills to inform and improve the customer experience
- Permanent position, Mascot Location
We’ve built a high-performance culture, and you can be sure we’ll hold you to those expectations. You’ll be challenged to make the impossible possible. Along the way, you will have plenty of fun, meet amazing people and have experiences like no other.
Representing our iconic brand, our sales specialists promote our product and services to our key markets. As one of the voices of our brand, we sell the Qantas story to our customers far and wide. Reporting to CRM Platform Owner, the Manager Sales Automation and CRM will have a deep understanding of the Salesforce CRM. You will be working alongside the Salesforce Support team to ensure robust processes are in place to provide a consolidated view of B2B customer data. You will take a “Group first” view, whilst being an advocate of the Sales & Distribution (S&D) objectives and how they relate to the Salesforce CRM, you will also be will be responsible for working with external consultants, the Salesforce Platform Team and multiple B2B and B2C business users.
Additional responsibilities will include:
CRM Product Owner and stakeholder SME for S&D
- Develop and execute Sales Automation Strategy in line with the business strategic outcomes
- Continuously review the functionality, performance and usage of the CRM and other Sales Automation tools to ensure continuous improvement
- Oversee data coming from multiple systems and via API and ETL sources
- Manage the Salesforce administration team
- Be responsible for overseeing all projects that will input and utilise data in Salesforce
You will have -
- Salesforce certification in Administration and or Development
- Proven experience managing complex stakeholder groups
- A strong understanding of the Salesforce CRM and how it drives groups outcome of a “360 view of customer data.
- Very strong analytical skills including the ability to analyse and interpret multiple data sets to develop strategies and tactics
- Strong communication, interpersonal, negotiation and presentation skills
- Strong time management skills with the ability to handle multiple tasks in a time driven environment
- Ability to work autonomously adapt to the changing needs and priorities of the business, prioritise workload accordingly and develop contingency plans
Qantas has a long history of using loyalty programs which has been steadily developed over the years.
Industry Analyst comments about the Qantas Frequent Flyer program along with latest on BP Rewards.
Background: Qantas Frequent Flyer program is raising over a billion dollars a year, along with almost $350 million in ancillary fees from baggage and other non-ticket extras. The Frequent Flyer program revenue catapults it to be the world's top earner of ancillary fees, outside of the US airlines. The dollar value of the extra fees Qantas earns is higher even than airlines like RyanAir and Tiger Airways, who rely on directly charging customers for extra fees, and don't have frequent flyer programs.
CEO Alan Joyce had expectations that the loyalty program's earnings would almost double by 2022 as Qantas sells air miles to a widening pool of companies, from credit -card operators to supermarkets.
Latest: Qantas and BP Australia announced a new customer loyalty partnership BP Rewards, that will see Qantas Frequent Flyer become the cornerstone partner of BP’s new customer loyalty program. Launching in early 2020, the BP Rewards program allows customers to earn Qantas Points on fuel and eligible in-store purchases across participating BP retail sites.
In addition, BP Plus fuel card will become the exclusive fuel partner of Qantas Business Rewards, Australia’s largest business loyalty program. Brooke Miller, BP Australia Vice President of Sales and Marketing, said BP is excited to partner with such an iconic Australian brand as Qantas.
Olivia Wirth, Qantas Loyalty Chief Executive Officer said the opportunity to earn Qantas Points on fuel and in-store purchases across BP would be welcomed by the airline’s almost 13 million frequent flyers and 250,000 Qantas Business Rewards members.
“Earning Qantas Points on every day expenses is a real drawcard for our members and helps them maximise the value they get from our program,” Ms Wirth said.
“Drivers spend thousands of dollars on fuel each year, our partnership with BP is an easy way for frequent flyers to earn points and get closer to their dream trip.”
“Australia’s love of earning Qantas Points has seen us build strong partnerships with some of the country’s biggest brands. These connections are key to keeping our members active and engaged in the program and ultimately drive value for the business,” Ms Wirth added.
Qantas Frequent Flyer was launched in 1987, with 50,000 members and a member proposition mostly around earning and redeeming points on Qantas flights. Over thirty years later, the program now has hundreds of program partners including 38 partner airlines, all major banks, Woolworths and others. With a range of demographics, the Qantas Frequent Flyer base represents the diversity of the population. They have Platinum members who fly every week and shoppers with a focus on getting more rewards for their everyday spending. Every single member is important to Qantas and to meet their differing needs, Qantas have partnered with diverse brands and created bespoke products to ensure everyone can easily reap the rewards of the program.
When companies enhance their usage of customer data, they face a number of issues. Qantas has hired you as a consultant to advise on their approach.
- In the time of COVID 19 many flights are grounded. The airline industry is globally under threat. Advise Qantas’ CEO on four (4) strategiesto show how Qantas could use the CRM managed frequent flyer program to retain customers until flights return (Hint: Customer value).
- From the Qantas ad for a CRM manager, what insights do you get about CRM at Qantas? (Give two (2) insights).Next, pick two (2) of the additional responsibilities from the bullet points list in the ad above and explain what each of them means in CRM based organisation management.
- Loyalty schemes are not without critics. Critics question their cost and effectiveness. As a consultant to Qantas, give four (4)reasons why Qantas should keep their Frequent Flyer Program.