Peru beat Tunisia in PR World Cup

Saturday, 19 June 2010 18:37

How's this for a tale of two countries and how not to win friends and influence people.

Earlier this year I went on holiday to Tunisia for a week's break in early summer sunshine. This was my first time in Africa and I did not know what to expect but I was looking forward to the break. The hotel was fine and the people in general quite friendly. The overt pushy sales technique of the shopkeepers I had anticipated. On the whole I learnt to put up with it so it did not spoil the holiday. However, on a trip to Monastir, a nice place in its own right, everything turned a tad sour.

At the end of carriage ride around the city centre, our guide lead us into a tourist destination of dubious character. We were shown the regulatory camel and shown into a building to see local women making carpets and rugs. Before long we found ourselves with our backs to a wall, doors closed and on the receiving end of the hard sell. We felt extremely uncomfortable and quite threatened. We took our newly purchased rug for the bathroom and left, vowing never to return to Monastir or go anywhere near a shop in Tunisia again.

Compare this to my trip to Peru in 2005. I was there to help raise funds for mental health charity Mind by trekking across the Andes to Machu Picchu. The country as a whole had me awestruck and the people, like those in Tunisia had very little compared to us travelling Westerners. The day before we were due to leave we visited a local shop cum knitwear factory that used the local Alpaca and Llama wool to make traditional jumpers. The selection was very impressive but I could not find one I liked.

I was approached by a slight woman half hidden by a mountain of jumpers. She asked if I wanted to buy one as a souvenir. I said I did, but I liked the collar on one, the sleeves on another, the length of one and the colour on a completely separate one. In essence, I was designing my own Peruvian jumper there on the spot. Without a bat of an eyelid the leather-skinned woman said that would not be a problem. It would be ready in five days. I explained that as much as I liked the idea of having the jumper, we were leaving for Lima the next day.

Off she toddled to speak with a friend and came back three minutes later. If I gave them the address of my hotel she would personally deliver it to me at 5pm the next day in time to catch my flight. I was impressed and even more so when she said there would be no deposit to pay.

The next day I sat in the hotel lobby, bags packed all ready for the short transfer from Cuszco to Lima, half convinced that I would be leaving the Andes empty handed. At five minutes to five through the door came the traditionally dressed weaver with her friend. I have no idea how she travelled the 30 miles or so from the factory to the hotel but there she stood. In her arms she held my unique Peruvian jumper, perfectly produced as per my instructions - and all for $30.

Now which one of these two experiences do you think left a lasting positive impression on me about the service level and public relations of the two countries? When you consider your customer care, which one are you nearest - Tunisia or Peru? Would you be able to match the dedication to customer service that the little leather-skinned weaver did - or would you go for the sale at all costs like our friend in Monastir?

For me Peru won the PR World Cup hands down - and I still wear my unique Peruvian jumper to this day.