Time to listen to our customers
By Adrian Loveridge | Mon, October 08, 2012 - 3:00 PM
IN MANY RESPECTS YouTube is a wonderful thing and used responsibly can be a great educational device and a powerful marketing tool. I recently watched a video entitled Domino’s Pizza Turnaround – the true story of how Domino listened to its harshest critics and made their best pizza ever.
At the time of writing this column, almost another million people had watched it and while the product isn’t directly related to our tourism offerings, it’s difficult not to draw parallels.
Perhaps now is finally the time to sit down and better listen to our customers, our visitors, and ask them what we are doing right and conversely, what we are doing wrong.
From a very early working age I was incredibly lucky to work with some visionary, inspirational and therefore highly successful people.
One thing that never left the forefront of my mind is that if you expect to sell any commodity, product or service effectively, you had better know everything about it.
And could that be why, perhaps, we are not witnessing an increase in the number of visitors to our shores when many other destinations are?
Years ago, when I participated in a number of overseas sales and promotional events, both consumer and trade travel to support the BTA’s efforts, I felt that I had an overwhelming obligation, obviously not just to know about our own little property, but many other hotels, attractions and restaurants as well.
I cannot think or more than four or five hotels on Barbados that I have not either personally visited and in several cases actually stayed in, similarly experiencing our many dining options and activities.
Yet if you look closely at our tourism policymakers, the agencies they represent, including the hundreds of staff at the Barbados Tourism Authority and Ministry of Tourism, how many can say the sam?
Starting with the board of the BTA, for instance, how can you possibly make informed decisions and define strategies when you do not have intimate knowledge of the product, warts and all?
It is not a criticism, but a simple, basic commonsense observation.
Recalling some of the larger travel shows, often on your feet for hours at a time and knowing that a huge spectrum of society is going to approach you, at least you knew that whatever the question, you were capable of offering an informed answer.
Matching the right product with the client’s need is absolutely critical if you want people to return.
In an ever more competitive world, “winging it” is no longer an acceptable way of doing business.
And if you are not throughly au fait with your own product, how can you compare it with the strengths and weaknesses of your competitors?
Has the time finally come to put all the politics aside and put the very best qualified people in place, with proven ability irrespective of party allegiance, to the benefit of the entire country and its population.
It would appear that so very much depends on “our” having a profitable winter season ahead.
In the national interest, can “we” afford to take further chances with this industry?
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