It’s hard to imagine a worse integrity problem for an engine maker than having its engine blow up mid air on a passenger aircraft. Yet that’s exactly the situation Rolls Royce is now in after its engine on a Qantas Airbus blew up out of Singapore last week. Of course, it’s not just the engine maker’s problem now but the airline and manufacturer as well.
So what should they do?
There are three key steps the trio should make together:
1. Identify the problem as quickly as possible
2. Release those findings publicly and in real time
3. Ensure the solution is public, understandable to all, and credible beyond any doubt.
So far, Qantas has been handling the crisis well. Its engineers are working closely with Rolls Royce and Airbus to identify the problem. Meanwhile, the CEO of Qantas has grounded its A380 fleet until it is sure there is no safety issue. One analyst estimated that the cost of that decision could amount to $15 million to $20 million in lost revenue a week. Yet Qantas knows its business depends on its safety record. Flying long distances across the Pacific to and from Australia without even one plane crash is not a trivial accomplishment. It has been the result of many people working diligently over decades to achieve such a stellar safety record. It’s another reminder; integrity really is a company’s most valuable asset and worth protecting even if it costs in the short term.
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