100 COMMENTARY Why good customer service is key When choosing a ferry route, customers consider everything from the cost of tickets to the location of the terminal and the helpfulness of staff. Ferry brands must ensure their experience is positive throughout their journey to remain top choice MICHAEL GREY Michael Grey is a master mariner turned maritime journalist and has edited both Fairplay and Lloyd’s List in a career spanning more than 60 years. What motivates the customer to use a particular route for a sea crossing? While some operators might suggest that it is mostly habit, which is difficult to change, or price, which is driven by other factors, it is useful to try and better understand the reasons. And in making this exploration, one might come upon something of a set of rules for establishing a more successful ferry operation. A basic rule, for instance, might be to remember that the shortest sea crossing is not necessarily the best, for example if the terminal at either end is ill-served by poor road or rail connections. Accident black spots, congestion well beyond the ferry operator’s ability to improve, or other hold-ups will cause customers to seek alternatives. More than one ferry route has closed in recent years because of poor connections, even though its geographical location suggested that it ought to have succeeded. There has been something of a sense that foot passengers are a nuisance and ought to be discouraged, which is a pity, as they might gravitate to a car in future if they are treated well. Successful operators do not have the foot passengers herded up ramps ahead of trucks revving their engines, or left seething in terminals because there is no bus to help them with their onward journey. Separate and safe embarkation arrangements and good connections ashore do make a difference. A large ferry which was timetabled to depart Ferry operators must make it as easy and stress-free as possible for passengers to book their journey or amend their reservations Photo: iStock/Ridofranz
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