As a CX strategist, I love analysing real-world journeys to uncover opportunities. This one’s inspired by a round-trip with Qantas.
Last week, I flew MEL to SYD and back with Qantas. Nothing unusual on the surface. I treated it like a CX case study, tracking every email, interaction, and moment across the experience.
Note: This reflection focuses solely on the digital customer experience — booking, comms, app, and email. It doesn’t cover the in-flight or airport service touchpoints.
Here’s what I found, and how it measures up to what CX in 2025 expects.
Above is a quick snapshot of the Qantas digital journey. Now let’s walk through it, step by step.
1️⃣ Booking & Confirmation
The booking and confirmation email was clean and well-structured. It included all the right info: flight time, baggage, seat, links to manage the booking. Solid execution.
But in 2025, execution is just the starting line.
What Works Well:
- Timely, detailed confirmation email with booking reference, flight details, and links to manage preferences.
- Immediate reassurance post-purchase.
CX Opportunity:
- Add dynamic personalisation (e.g., “Welcome back, Max” or “It’s been 63 days since your last flight”).
- Embed a short “what’s next” explainer (e.g., “Here’s what to expect before your flight”).
2️⃣ Seat Selection & Personalisation
I received a separate receipt for my seat choice. Easy to read, nothing unnecessary.
What Works Well:
- Seamless seat selection with confirmation and digital receipt.
- Transparency around paid vs. complimentary seat options.
CX Opportunity:
- Offer micro-personalisation (e.g., “Would you like extra legroom again?”).
- Visual seat previews or AI-recommended comfort options based on past preferences.
- If I’ve flown in 6F three times, tell me that. If I rated row 10 poorly in a past survey, steer me away from it. Let the system remember.
3️⃣ Upgrade Opportunity (Pre-Flight Engagement)
Over three days, I received upgrade offer emails. The tone was right, premium, exciting, with a hint of urgency. “Last chance to bid” creates just the right emotional push.
What Works Well:
- Emotionally compelling “last chance to bid” emails.
- Easy-to-understand bidding model that invites aspiration.
CX Opportunity:
- Integrate real-time upgrade availability in the Qantas App or booking portal.
- Gamify the upgrade experience with status points or member-exclusive “power-ups.”
- Give me insight. How likely am I to succeed? How close was I last time? Even a small indicator would make this feel more personal and more transparent.
4️⃣ Reminder & Readiness
The emails I received before both flights were excellent, they covered check-in, app prompts, baggage tips, and mobile pass options. No clutter, no confusion.
What Works Well:
- Well-timed emails covering check-in, carry-on baggage, and airport info.
- Promotes the Qantas app for a digital check-in experience.
CX Opportunity:
- Add predictive insights (e.g., “Traffic to Tullamarine is expected to be heavy. Leave 10 minutes earlier.”)
- Embed a visual boarding countdown timer or gate map preview.
- Add contextual signals, gate alerts, airport crowding updates, or ride-share suggestions. In 2025, proactive beats polished.
5️⃣ Post-Flight Follow-up
After landing, I got a brief survey request. It was short and polite. But it ended there.
No thanks, no follow-up, no next action.
What Works Well:
- Simple email asking, “How was your flight?”
- Low-friction path to provide feedback.
CX Opportunity:
- Use AI sentiment tagging to personalise recovery journeys.
- Thank or incentivise returning flyers with a small surprise (“Thanks for your feedback – enjoy a free drink next time”).
- Let feedback trigger a response. A small thank-you to delighted flyers. A recovery path for those who weren’t. Right now, it feels like a checkbox.
Final Thought
Qantas has all the infrastructure in place. The journey is cohesive and reliable. But in 2025, great CX isn’t just about what works; it’s about what remembers, anticipates, and responds.
Recognise your customers. Predict their needs. Respond like a human.
That’s what turns a flight into a relationship.
Disclaimer: This journey map is an independent CX analysis based on a recent customer experience. All views are my own and do not represent Qantas.
