If in doubt, communicate.
It’s a rule I wish more businesses would take seriously because communication is about more
than information, it’s about respect. Especially when you’re delivering bad news, it’s always
better for your customers to hear it from you first so they don’t feel blindsided. That one principle
would have made all the difference in what happened to me last week.
My Experience
I’m a very high frequent flyer with Qantas – I’m in the air as often as some of their crew. Qantas
has always done a good job acknowledging that loyalty. I get the letters, the personal welcomes,
the little touches that make me feel valued.
As many of you know, I live in Tasmania, so Hobart Airport is the starting point for most of my
trips. After a two‑week break from travelling, I headed there expecting my usual routine: sit in
the Qantas lounge, grab some breakfast, relax in the private area. Except this time… I couldn’t
find the lounge.
With zero communication, the Qantas lounge had been closed and replaced with a “pop‑up
lounge.” And by pop‑up, I mean a display cabinet with sandwiches and banana bread, plus a
tiny bench for drinks. That was it. I assume it was unavoidable because of the airport
construction, but it was a significant downgrade – and I was completely unprepared for it.
I was sent no email. No message. Not even a note to frequent flyers. And then I found out this
setup would last until March next year. That’s a long time to offer a fraction of the experience
without saying a word.
Now, I’m loyal. I fly Qantas even when it’s more expensive. But this changes things. The lounge
was a point of difference. Without it, if Virgin is cheaper, I’ll fly Virgin.
My Relationship With Qantas Was Damaged
Not because of something they did, but because of something they didn’t do.
When I complained, the staff told me they’d been dealing with a flood of calls. They’re the ones
copping the complaints, not the people who made the decision, not the people who chose not to
communicate. And all of it could have been avoided with one simple message.
The Learning:
That’s the lesson for every business:
Don’t let your customers discover the problem. Tell them the problem.
People can handle bad news. What they resent is being surprised by it. Communication won’t
fix everything, but silence will break trust faster than anything else.
If in doubt, communicate. Always.
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Interested to know more? Let’s Chat
Need more information? Have a look through my previous Blogs, located on The Loyalty Zone website or contact me, I look forward to hearing from you.
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Warm Regards
Craig Cherry