QANTAS

THE CHALLENGE:

Qantas was facing a significant challenge as digital intermediaries and third-party aggregators increasingly dominated ticket sales, weakening direct customer engagement. Maintaining a premium full-service brand experience required Qantas to connect with customers earlier in their journey and throughout their travel experience.

However, their existing digital capability was not equipped to support this transformation at scale. The organisation needed to modernise its digital assets, streamline operations, and establish a unified way of working to drive stronger engagement, enhance customer experience, and increase direct revenue.

THE SOLUTION

• Performed a major organisational re-design, re-structure and re- alignment, building a 300-person Digital Direct organisation which delivers Qantas’ primary Digital assets including Qantas.com and Qantas mobile app

  
  

• Defined a target working culture, leadership ethos and behavioural canvas to support this new operation

  
  

• Designed and implemented a customised scaled-Agile approach which became the default “Qantas Way of Working” for Digital and Development business units

  
  

• Implemented the foundation portfolio management, prioritisation, measurement and management control mechanisms to support a new governance regime designed to reflect these new ways of working

  
  

• Engaged and coordinated the various suppliers and Qantas business units required to deliver at scale and on time.