Qantas Customer Charter


Qantas is one of the world’s oldest airlines formed in 1920 in outback Queensland. Qantas is a leading long distance airline and one of Australia’s strongest brands.


“We are Australia’s leading premium airline and we are dedicated to being the best.

We aim to meet your expectations every time you fly, and so we continue to invest in our business and will always strive to provide you with an exceptional level of service.

With this charter, we want you to know what you can expect whenever you choose to fly on a Qantas (QF) coded service from anywhere in Australia. Below we set out our commitment to you and provide links to our website where more detailed information is available.”


  1. We will never compromise on safety
  2. We are committed to getting you and your bags to your destination on time
  3. We will look after you if things don’t go as planned
  4. We will look after you if you have specific needs
  5. We are always on hand to help
  6. We value your opinion
  7. We will protect your personal information
  8. We support environmental initiativies



This is a strong clear airline specific customer charter that is consistent with what I see the Qantas brand to be.

(There is a paragraph that goes with each of the points above that I felt was too long to share all of it here.)

In comparison to the Easy Jet Customer Charter the difference in brand personality and therefore the words used in this charter are clear – Qantas is more formal, Easy Jet is more casual.

Given they are both in the same industry you would expect some similarities. The obvious one is number one for both companies: safety first – even down to the wording ‘we never compromise’.

I particularly like that where Qantas say ‘We are always on hand to help’ they share a phone that you can call and a link to further ways to contact them.

Also, under the section ‘We value your opinion’ they offer several ways to this with them – phone, website form and even Twitter. Plus, if things go badly they even share the details of the Airline Customer Advocate service.

This is all part of the ‘backend’ or supporting actions that you will want to consider when you create your manifesto and in particular your Customer Charter. You don’t want to be seen to be offering hollow words. You do want to be seen as acting consistent with what you say will you do and who you will be for your customers – especially when things don’t go as you plan.


Easy Jet Customer Charter

Joseph Jaffe – The Customer Service Manifesto

Christopher Carfi – The Social Customer Manifesto

Easy Jet Customer Charter


Easy Jet is a low-cost British based airline with headquarters in London. It operates domestic and international services on over 1000 routes in more than 30 countries.


Orange Spirit

Our mission has always been to make travel easy and affordable for all. When we started out over 20 years ago we challenged the status quo with the introduction of low fares. We didn’t accept the industry norms and we set about doing things differently. This ambition continues to drive us today.

But it’s not just about what we do, it’s how we do it and why we do it that shapes us as a business.

At its simplest we’re here to connect people across Europe. These days we’re not alone in doing that but we believe that by doing things in the right way and staying true to our values is good for our customers, our staff and our communities. In a nutshell we call it our Orange Spirit.

The Orange Spirit then shares charters under the following headings:

  1. Change for good
  2. Environment
  3. Diversity
  4. Innovation
  5. Accessibility
  6. Our Promise (their customer charter is shared below)
Easy Jet Customer Charter


Customer Charter

Our promise to you

Our five priorities keep us focused but the key is to make sure we deliver all this from the heart, with passion, ensuring our orange spirit shines through in everything we do.

Safety first – we never compromise – Your safety and security is our number one priority

On your side – we see it from your point of view – We don’t assume that we know best and we make decisions with you in mind

A big smile – friendly service is our passion – You can expect a friendly, helpful and knowledgeable service from all our staff

Make it easy – at every step – We’ll make sure you know what to expect at every step of your journey

Open and upfront – we will always be straight with you – We’ll always be truthful and will keep you informed at all times



There are two manifestos on this page. The first is the purpose or mission statement and the second is the customer charter. There is also a link to the company values.

Together they show what is required to deliver purpose throughout a large organisation (with over 10,000 employees) is to provide layers of manifesto in different forms. One single manifesto may not be enough.

The challenge therefore is to keep them simple and consistent. Ideally, you want your people to be able to recite them in some way – at least in intent, if not in precise detail.

The Customer Charter is an important manifesto type for customer service across any organisation.

This one is neat and short – five principles – and in simple everyday language. Each principle is then layered. For example:

Safety first = this is a clear priority

We never compromise = this is a boundary rule – in a difficult situation, this one statement tells you what is required.

Your safety and security is our number one priority – this expands on the first statement – it’s ‘your’ safety, plus ‘your’ security’ that is important.

Could you remember this to act in a crisis? I think so.

There is also an overarching guiding principle here: the orange spirit. It is important to name your charters and principles so that people can refer specifically to them.

In this case, ‘orange spirit’ is a rallying cry for how we want our people to act – in alignment with our company values AND with ‘spirit’.


Fader and Toms – Customer Centricity Manifesto

Christopher Carfi – The Social Customer Manifesto

Joseph Jaffe – The Customer Service Manifesto

Fader and Toms – Customer Centricity Manifesto


Peter S Fader and Sarah E Toms, authors of The Customer Centricity Playbook: Implementing a winning strategy driven by customer lifetime value

Fader is a Professor of Marketing at the Wharton School of the University of Pennsylvania. Toms is co-founder and Executive Director of Wharton Interactive.


Fader and Toms believe that your most value business asset is to understand your best customers. This means treating them as individuals.

They have adapted the Customer Centricity Manifesto from the Manifesto for Agile Software Development, which is the focus of Chapter Six in their book.

Peter Fader and Sarah Toms - The Customer Centricity Playbook: Implement a winning strategy driven by Customer Lifetime Value


Celebrating customer heterogeneity is our mantra. 

This tenet of customer centricity is a realistic view of the world, and is one that seeks to capture, understand, and build action in tune with these naturally occurring variances.

Cross functional uses of customer lifetime value (CLV). 

A truly customer-centric firm will seek to establish a variety of use cases across the organization that demonstrate the strategic advantages that a focus on CLV (and related predictive analytics) can provide. 

Metrics that reflect customer equity. 

We want to see firms adopt a broader set of metrics that directly or indirectly reflect customers’ propensities to be acquired, buy repeatedly, maintain the relationship, refer others, respond to the right messages, and so on.     

Clear Communications with external stakeholders. 

Customer centricity creates a natural alignment to get internal and external stakeholders to agree on metrics that are helpful for day-to-day operational purposes as well as the evaluation of a firm’s long-run health.


The Manifesto:

The Book:


The thing that stands out for me around this manifesto is the language used.

In the field of Neuro-Linguistic Programming (NLP) they identify that some words show a link to our sensory systems. For instance, the words ‘look, hear, feel, touch, taste and smell’ represent the senses of ‘sight, sound, feelings (kinesthetic), gustatory (taste) and olfactory (smell)’.

Other words that don’t fit the senses are known as ‘Auditory Digital’ or non-sensory words. These are concept words such as: system, belief, customer and communication.

Typically, we all have preferences around the words we use. Some people use more ‘visual’ words and others more ‘feeling’ words. Academics tend to use a lot of concept words and this is consistent with this manifesto.

While this is a powerful approach, as with all things, it has its limits.

If your manifesto is just for you, then you can use any words that you like. However, if you want to engage, enrol and invite others to join you in your manifesto journey, then using words that will appeal to a wider audience are worth considering. For example, do you know what the word ‘heterogenity’ means? I had to look it up. (It means ‘being diverse in character’.)

One strategy for this is to have different palettes or different language styles for your manifesto. For example, having a formal palette and a casual one.

Compare this to the simple and casual language in Emily McDowell’s Let’s Get Real manifesto.

The current manifesto by Fader and Toms could be their formal language manifesto. And it may be complemented by a simpler, more casual version such as this:

  1. Customers come in lots of different shapes and sizes. Celebrate this.
  2. Give your customers different paths to walk down. Create this.
  3. Notice the value your customers give you. Measure this.
  4. Talk with your customers and your team in the same way. Align this.

Consider that you may need to create different versions of your manifesto to appeal to different audiences. This might also include both a visual and a written form.


Agile Software Manifesto

Christopher Carfi – The Social Customer Manifesto

Joseph Jaffe – The Customer Service Manifesto

Christopher Carfi: The Social Customer Manifesto

Christopher Carfi: The Social Customer Manifesto

Creator: Christopher Carfi, is a blogger at The Social Customer Manifesto.

Purpose: “…customers across all industries are getting really tired of being spun, misled, and lied to.” This manifesto gives a voice to customers in the new social world (social media).

The Social Customer Manifesto

I want to have a say.

I don’t want to do business with idiots.

I want to know when something is wrong, and what you’re going to do to fix it.

I want to help shape things that I’ll find useful.

I want to connect with others who are working on similar problems.

I don’t want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)

I want to buy things on my schedule, not yours. I don’t care if it’s the end of your quarter.

I want to know your selling process.

I want to tell you when you’re screwing up. Conversely, I’m happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.

I want to do business with companies that act in a transparent and ethical manner.

I want to know what’s next. We’re in partnership…where should we go?



The Social Customer Manifesto Blog Post

Joseph Jaffe: The Customer Service Manifesto

The Customer Service Manifesto

Creator: Joseph Jaffe is Chief Interruptor of Powered and the author of three books, including Join the Conversation and Flip The Funnel.

Purpose: Customer Service has become “…one of the most mission critical components that can make or break a business. The Manifesto for Customer Service documents this sea change, introduces 10 new rules of customer service and introduces a key hypothesis namely that customer service needs to be elevated to the front office…” (from the manifesto, p2)

Manifesto – Ten New Rules of Customer Service

(key points only)

  1. Customer service doesn’t end at 5pm on Friday.
  2. Move from ‘everything communicates’ to ‘everyone communicates’.
  3. All customers are equal, but some are more equal than others.
  4. Customer service is not only about solving problems.
  5. Customer service lives ‘in the now’.
  6. Customer service can be a revenue generator.
  7. Customer service lives in the public domain.
  8. Customer service needs a memory.
  9. Customer service needs to be proactive and anticipatory.
  10. Customer service is alive.


Download the complete Manifesto:

Author’s Blog:

Related Manifestos

More from Change This