Dickson Igwe. Photo: Provided

What the tourism executive told this wannabe global correspondent was very interesting indeed. He told this Listener of everything worth listening to, that there was more to the mortar than the pestle when it came to recent events in the cruise ship business, and how it affects the Virgin Islands economy. Recent shenanigans with a certain deal to turn a part of Road Town into a mix of Coney Island, Vegas, and Mickey Mouse, that had gone south, was just part of a bigger picture.  

The real story, according to the young and thrusting advertiser of Virgin shores to the World, the Moon, and even beyond, was this: CRUISE PASSENGERS ARE BEGINNING TO TALK ABOUT THE VIRGIN ISLANDS CUSTOMER SERVICE MODEL: AND NOT IN A COMPLIMENTARY MANNER. And this was especially so with regard to the taxi industry, the cruise guest’s most important interface when at any port of call. And the big cruise companies are taking note. One wonders why the taxi drivers are not being told that some of their fellow professionals are letting TEAM BVI DOWN, and very badly indeed.

Now this Observer risked life and limb some years ago and wrote two stories criticizing the behavior of some taxi drivers, who appeared to be letting some of their colleagues down, by their poor behaviour towards Jack and Jill Tourist. This was after a taxi driver allegedly pulled a machete on a visitor over a fare disagreement, and another was observed hogging customers at a supermarket in Road Town, in other words behaving like an IGNORAMUS and PEASANT to the horror of bystanders, primarily this Observer. He can safely assert that since that time there has been zero improvement in the customer relations dynamic between the taxi driver and foreign visitor, according to Mr VI Tourism Advertiser.

That a decline in the taxi business this end of 2013, is not all the fault of a long ended global recession, and government policy, but due primarily to poor customer service in the taxi industry is intriguing indeed. Some taxi drivers share a good part of the blame for the downward demand curve for taxi services, by cruise guests, apparently.

In any event, one hears that there will shortly be a series of workshops in customer service for taxi drivers. This cannot happen soon enough, and it has got to be top priority for the sake of territory wide commerce. And it must be ongoing. Instead of medallions granted to taxi drivers for heaven knows what, the most important badge a Virgin Islands taxi driver or tour guide can possess in this critical and super competitive global economic climate is a CUSTOMER SERVICE DIPLOMA.

The taxi industry is integral to the Virgin Islands bottom line. Yes, a customer service school for taxi drivers needs to be top priority. It is just as vital as a culinary arts college to Virgin Islands tourism.

OK. There was an earlier episode of a tourist highlighting the issue of a poor customer service model in the Virgin Islands. This took the form of a strong assertion, and a rapid fire response by the reader, to an online story, months back, on July 27, 2013 on BVI News.

This was a response to an ‘op ed’ by this Jet Blast Lover, supporting development of the Terrance B Lettsome International Airport as crucial for the growth of Virgin Islands tourism. The assertions from the anonymous writer alluded to the Virgin Islands customer service model or the absence thereof.

The blogger wrote that, “The number one thing the British Virgin Islands needs to step up and fix is customer service which does not exist in 85% of the businesses in the BVI.” The blogger further stated that, “high spending visitors won’t return after encountering the surly service which has become the BVI trademark.” Ok: this responder to a story titled, “LONG BAY, AND AIRPORT DEVELOPMENT,” was clearly and passionately, against the airport development idea.     

Now, the blogger was absolutely right in his or her diatribe on poor customer service in this country. This Plane Watcher and anyone else serious about BVI tourism cannot dispute this one fact: customer service in the Virgin Islands still needs a dramatic culture change.

A new and improved customer service model is a must if a tourism oriented economy is to meet the type of customer service requirement demanded of a five star travel destination.  And this is in addition to building up the infrastructure demanded from the international traveler this early 21^st Century. It is true, as the blogger asserted that, “the BVI needs to concentrate on basics and making the experience a whole lot better than it is.”

Now, some may say that this Old Boy is making matters worse by his renditions on poor customer service: that his stories are being read by a global audience.

To them, he will state that the horse has already bolted from the barn. Poor Virgin Islands customer service is common knowledge. Now is not the time to be reactive. The problem of a poor customer service model needs to be fixed like yesterday. Proactive intervention is needed to change the customer service dynamic in the British Virgin Islands.

The customer is the beginning and ending of business, especially tourism. The customer is the reason why business and even government exists. Without customers there would be no businesses, and no organizations. Just as without an audience, the performer best shut shop. A writer’s customers are his readers, without readers, the writer may as well write a yarn, and then flush it down the lavatory.

Customer service is the software of the capitalist model. When that software is dysfunctional, it harms the whole system. On the other hand, excellent customer service is equivalent to possessing first rate software. And just as great software will allow a computer to perform exceptionally, to the delight of its user, great customer service enables effective national commerce, leading to economic growth and prosperity.  

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