Analysts examine the good, the bad and the ugly of our Tourism Product

EDITORIAL  AND DATA SAMPLES

In reading the summary of the findings of round one of the Tourism Industry Service Standards (TISS) programme one cannot help but to think about the many changes that have occurred locally to the tourism product since 1994 when members of the industry put pressure on government to prevent the publication of a Good Food Guide of the BVI.

Ten years later the effects of greater competition from most Caribbean islands as well as the perturbing echo of the many negative reviews posted on the internet by dissatisfied visitors have certainly been some of the elements that prompted the BVI Tourist Board and members of the local industry to do “something” about the diminishing standards.

Restaurateurs and hoteliers are now aware that the global village and the internet cannot be shut up and that bad news travel faster than light. And just as well because a veteran of the industry to whom we asked a few years ago why the BVI is losing its allure, answered — because mediocrity is acceptable and even rewarded. If frozen fish can be served as fresh fish, why bother? And don’t forget you may even get an award at next year’s “all in the family” oscar awards!

It is therefore refreshing that 60 hotel properties and 117 restaurants have agreed to have analysts anonymously visit their establishments and assess service levels based on pre-agreed standards.

The findings were divulged on Thursday and as expected there are good news and bad news. For example, analysts who visited and stayed at establishments on Jost Van Dyke reported 100 percent satisfaction with the way employees offer accurate information. 100 percent scores also for Anegada: customers are acknowledge as soon as they approach the employee’s hospitality zone, they offer complete and accurate information, they listen to complaints and apologize, inquiries are handled professionally, and employees’ appearance creates a positive impression to customers.

On the list of the most commonly missed standards are: customers’ names are not often used, customers are not always greeted with a smile, and employees speak first and last to all customers.

The overall sector scores also have their peaks and valleys: only 48 percent of the ferry agents had positive weightings; immigration 65 percent; baggage handlers 100 percent; taxis 81 percent; departure tax 44 percent; hotels 64 percent; customs 63 percent. Overall island scores reveal that Anegada has an 89 percent approval rating, followed by Virgin Gorda 77, Jost Van Dyke 75, and Tortola at a low 69.

The summary of the restaurant findings is a bit depressing and this is an area that needs greater attention because it reflects negatively on the entire BVI.

The analysts have not discovered things we did not know but it is hoped that now the industry will take notice and make all the necessary adjustments and improvements.

The summary of the findings ends by stating that the implementation of (high) service standards will greatly enhance the BVI tourism product, and this in turn will generate more tourism dollars in our economy with an end result of an enhanced quality of life for all residents of the BVI.

************** SOME OF THE RESULTS  ****

Most Commonly Achieved Standards

British Virgin Islands:

Employees extend hospitality to fellow employees – 95%

Employees offer complete and accurate information – 92%

Tortola:

Employees extend hospitality to fellow employees – 92%

Requests/Inquires are handled to customer satisfaction and followed up on,

where applicable – 89%

Virgin Gorda:

Employees extend hospitality to fellow employees – 100%

Employees offer complete and accurate information – 98%

Jost Van Dyke

Employees offer complete and accurate information – 100%

Employees who receive a customer complaint, listens, apologizes and agrees a solution with customer – 100%

Employee’s appearance creates a positive impression to customers – 100%

Employees extend hospitality to fellow employees – 100%

Anegada:

Customers are acknowledged as soon as they approach the employee’s “hospitality zone” – 100%

Employees offer complete and accurate information – 100%

Employees who receive a customer complaint, listens, apologizes and agrees a solution with customer – 100%

Requests/Inquiries are handled to customer satisfaction and followed up on, where applicable – 100%

Telephone calls are answered within 5 rings, using proper salutation – 100%

Employee’s appearance creates a positive impression to customers – 100%

Employees extend hospitality to fellow employees – 100%

Most Commonly Missed Standards

British Virgin Islands:

Customer’s names are used, when known – 16%

Customers are greeted with a smile, eye contact and positive body language – 55%

Employees speak first and last to all customers – 58%

Tortola:

Customer’s names are used, when known – 17%

Customers are greeted with a smile, eye contact and positive body language – 54%

Employees speak first and last to all customers – 57%

Virgin Gorda:

Customer’s names are used, when known – 13%

Customers are greeted with a smile, eye contact and positive body language – 60%

Employees who receive a customer complaint, listens, apologizes and agrees a solution with customer – 61%

Jost Van Dyke:

Customer’s names are used, when known – 0%

Customers are greeted with a smile, eye contact and positive body language – 38%

Employees speak first and last to all customers – 63%

Anegada:

Customer’s names are used, when known – 25%

Customers are greeted with a smile, eye contact and positive body language – 71%

Hotel/Restaurants Mystery Shop Summary

HOTEL/RESTAURANTS MYSTERY SHOP SUMMARY

Most Commonly Missed Standards

Reservations:

Agent stated check-in or arrival time and explained cancellation policy – 24%

Agent addressed guest by name during conversation – 27%

Room descriptions, rate, hotel facilities and food and beverage information given voluntarily – 29%

Check-In:

Guest name used during interaction – 38%

Room type, location, rates and dates confirmed – 38%

Telephone Operators:

If known, operators used guest name consistently – 21%

Check-Out

Agent asked if guest enjoyed stay and used guest name – 25%

Agent graciously thanked guest for staying and invited a return – 39%

Bedroom:

Closet organized, free of wear and dust, at least 10 matching hangers – 40%

Ledges and baseboards dust free – 42%

Window/sliding glass unsoiled on the inside, undamaged – 42%

Bathroom:

All faucets and fixtures in good working condition, free of spots – 38%

Casual Dining:

Additional beverages offered before first beverage was finished and served promptly – 29%

Server recommended appropriate starter course, side dishes – 38%

If known, guest thanked by name – 15%

Bar/Lounge:

Server or bartender recommended specialty drinks, premium beverages – 33%

Second beverage promoted before first drink was finished – 32%

If known, guest thanked by name and offered departing pleasantries – 22%

THE RESULTS ARE OUT!

On Thursday January 27^th, the first round of Quality Inspections for the TISS(Tourism Industry Service Standards) programme were revealed to the public at a BVI Tourist Board Press conference held at Fort Burt Hotel.

The BVI Tourist Board and the Freeman Group have recently completed the first round of the Quality Inspections that began last November.

The Quality Inspections were categorized in two sections, BVI Promises Inspections in which there were a total of 17 sectors and they were inspected on 10 service standards (BVI TOP TEN PROMISES) focused on customer service.  The second section of quality inspections focused on Restaurant and Hotel Inspections; these were inspected based on standards in the customized Standards of Performance (SOP) manuals that were distributed in November 2004.

Trained Analysts anonymously assessed service levels based on the agreed standards and completed the evaluations during a two month period from November 2004 to January 2005. The measurement system for the standards performance is based on a 250-item checklist (for Hotels/Restaurants). The BVI Tourist Board and FreemanGroup agreed on the destination service standards to be measured before the evaluations took place.

Although some properties have not as yet been able to implement the minimum service standards, the initial round of Quality Inspections would establish a benchmark that will help identify where the most vital training needs are for each property or agency.

The following sectors were evaluated using the Top 10 BVI Promises standards: Airline Agents, Ferry Agents, Immigration, Customs, Baggage Handlers, BVI Tourist Board Information Officers, Taxis, Car Rental Agencies, Hotels, Yachts, Restaurants, Retail stores, Dive Tours, Activities, Attractions, Police, General Public, Departure Tax personnel and Airport Security.

Patrick O’ Brian, Vice President of the Freeman Group and Pam Senter, Director of measurement also of Freeman Group will be presenting the results.  The Freeman Group was contracted by the Government of the BVI through the BVI Tourist Board to assist with the development and implementation of service standards aimed at improving customer service in the British Virgin Islands.

The TISS (Tourism Industry Service Standards) programme is designed to improve the service standards and the level of customer service customer service throughout the tourism industry and the community in general. The TISS programme was fully introduced to the public in June 2004 with a series of roll-out meetings throughout the community. The TISS team includes Naomi Minkoff, Standards & Inspections Manager and Jamila Vanterpool, Senior Standards & Inspections Officer.

The next phase in the TISS Programme is the BVI Promises Workshops, which are scheduled on March 1^st, 2005.  BVI Promises is a one-day, customer service training workshop, specifically designed for the BVI. The program provides the participants with an understanding of The British Virgin Islands’ most recent marketing campaign, how it relates to quality service delivery and how it translates to standards of performance.  The program also provides an in-depth knowledge of visitor expectations and the skills to best handle each interaction in order to exceed those expectations.

Participants of the programme will also be provided with information on the BVI history, culture and norms to ensure persons can provide visitors with basic information on the British Virgin Islands.