Overall this is a great example of using PR and email to directly get to those customers that really matter, the frequent flyer.  More companies should use this approach more often.  Overall, well done … not just fix the maintenance issues.

Here is the email in full …

Qantas has recently experienced major disruptions to our international network. You may have been affected directly or indirectly by the disruptions, or seen the media coverage and speculation about Qantas safety and maintenance standards.

As one of our valued customers, I wanted to be in touch with you directly about this. I want to apologise if you were affected personally by the disruptions. I know that Easter is a special opportunity to unite family and friends, and I sincerely regret any frustration and anxiety you may have experienced due to the delays.

We hate disappointing our customers and we do all we can to rectify matters when things go wrong.

I also want to give you my personal assurance that you can continue to fly Qantas with confidence. Despite some sensational coverage recently, safety was never an issue. There were mechanical issues, but they did not represent safety threats. We always respond conservatively to any mechanical or performance issue, and we always put safety before schedule.

Every year the Qantas Group carries 38 million passengers to their destinations safely and home again. We continue to invest in the best fleet, product and service and in being a great Australian company. All of us at Qantas want to thank you for your loyalty and we look forward to giving you a warm welcome when next you fly.