What happens when you believe that you are the safest airline in the world? You might stop worrying about the old “pleasing the customer” routine.

“I didn’t know it was self-service” was the parting comment from a first class passenger, aimed at the purser, on leaving. He also chose to ignore the angry glare, in return.

“You do what you are told” is how customers now summarise flying with Qantas.

Yet people still keep flying with them because of their impeccable crash free record. That is of course ignoring that skidding off the tarmac “mishap” in Italy.

The trouble is, it will take only one air accident and Qantas will be surprised at the mass exodus of their customer base. And, it wont be just because they had an accident. It will be accelerated as a result of their non-existent customer service.

I am kind of curious how they have factored that into their business plan.

Let’s be really clear Qantas’s customer loyalty is due to one thing and one thing alone, no deaths. The best positioning and brand promise that any airline in the world can own.

Take that away and Qantas' customer service record is an easy poor fourth to the likes of Singapore, Thai, or Emirates. Ask any experienced international flier. Customer service is no longer a part of the delivery of our once great airline.

Now that is a legitimate cost cutting business approach if you can guarantee no accidents. But with that gone there is nothing left in the "esteem" bank account to draw upon.