The rumours are true, Cable and Wireless has changed its name to LIME Caribbean in an effort to escape the damaged brand. Seth Godin would most likely agree with the change (but hate this name) but more importantly, he would quickly point out that if all that changes is the name, then there has been no real change.
C&W’s problem has not been their name, it has been their horrendous customer service. Digicel took the Caribbean by storm not because of low prices or flashy marketing, it actually cared about customers and poured resources into call centers and customer satisfaction. C&W was a monopoly just seven years ago in Jamaica and that environment breeds complacency. It would seem that they believe that using the acronym LIME, for Landline, Internet, Mobile and Entertainment, while alluding
to “lyming” (hanging out) is the best way to move forward.
Entrepreneurs take note: Changing the name of your business does not mean that your business has changed. The case study of Digicel vs. C&W is perfect for business schools and must be studied by all, especially those with ventures in the Caribbean.
I sincerely hope that they will soon be announcing a complete re-orientation of their policies toward customers, otherwise the lime is going to be squeezed even more.
Squeeze the Lime a little more Digicel, squeeze it….lol
Good article, yes Lime needs to re-think their customer service strategy….probably they think the Caribbean people don’t deserve better
November 3rd, 2008 at 10:55 pm
Cable and Wireless is now the underdog in wireless in Jamaica. This is a time to take stock and regroup and maybe the name change is part of a larger plan for change from the inside out. One can only hope.
Competition in Jamaica will only get tougher and as Cable and Wireless wants to expand in the Caribbean; they are going to have to deal with their weaknesses and build of off their competitive advantages. The powers to be understand it is sink or swim time.
November 4th, 2008 at 4:59 am
From the launch event: “The business we are creating really doesn’t bear a great deal of resemblance to the Cable & Wireless of old. The slow, indifferent, aloof business is being replaced by an organisation built around customers and their needs. a promise that we will deliver the best service and the best communications solutions across the board,” said LIME chief executive officer Richard Dodd whose video presentation was screened to journalists at simultaneous events across the Caribbean.
At least they realize that customer service was their biggest weakness. Let’s see if really has changed.
November 4th, 2008 at 6:51 pm
I have been saying this to every person I have an ear to, for many years now: There is no single organisation holding the Caribbean back more that Cable and Wireless in all it’s manifestations and iterations past and current. Until we have telecomm service that is reliable, up to date and cheap we cannot continue to close the Digital Divide here in the Caribbean. As a sidenote: Until banks, in particular Barbados, open up their banking system to allow small businesses and service providers to compete globally and easily access a DEBIT card system (as opposed to a CREDIT card system) that works with PayPal and other payment processors, we will never really get past the bricks and mortar mentality and our stodgy business practises. I visited the new ‘LIME’ web site and 1) the is still no way to sign up for landline service via this new web site 2) The rates for landline services and other packages were missing from the site as of this evening 3) There was no way to shop for mobile phones and no kind of payment processing available for merchandise that they sell in retail outlets across the Caribbean and in at least three of the countries I have recently traveled in 4) No support button anywhere that I could see, no online complaints desk, no live support via VOIP, just a few FAQs here and there that are largely unhelpful 5) No user forums, no official blogs, no kind of real update system for customers to keep them in the loop. So is it just me, or are we getting off on the wrong foot already. My examples were only a few of other ways in which this new ‘emphasis on customer service’ ignores the power of the web as a tool to interact with customers. So forgive me if I believe this is a change in Name only and retain my extreme cynicism when it comes to this organisation of which we speak.
November 16th, 2008 at 12:11 am
Sungoddess, now what you said is a great assessment/review of LIME. Give me a high five on this. So damn true. This is just another attempt to dress the emperor in new clothes even as everyone knows the emperor has long lost the respect of the people he once led. LIME is also a branding done by foreigners who are clueless about our culture and thought that being cute and cuddly would have people walk back to Cable & Wirleess aka LIME.
November 17th, 2008 at 2:28 am
Thank you to those of you who commented on my comment, and contacted me via email…. Yes I do this professionally, so my eye is very focussed on particular aspects of a web site.
Re: Ingrid’s comment… anybody remember those Malibu ads a while back? (were they Malibu? I tuned out the brand after the ads…) The ones in which islanders were bumpkins and engaged in downright ignorance… betcha those were conceptualised by foreigners as well. Even ex-Caribbean folks living out in the world have this view of the Caribbean, even as they know better. But the whole world views this region like a little sandbox for the rich and famous, party place, rum drinkers central… blah blah. It’s up to us to redefine our own image, and to demand our due.
My point is this: The consumer needs to pressure these organisations. Pressure them and pressure them, because as long as we keep accepting this shoddy treatment, they will continue to treat us shoddily. Be bitchy on the phone with them if you have to, but be very clear about the quality of the service you are getting. I do not mean go off on them for any and everything, because it’s still humans you dealing with, but brook no nonsense, and importantly Facebook your experiences, blog them…. OPEN YA MOUTH and COMPLAIN!!!
November 17th, 2008 at 1:08 pm
I appreciate the fact that C&W has realized the bad reputation they have created. It’s gonna take more than a flashy website and name to convince me that there is any difference.
Let’s try competitive rates for starters…
$60/Month = 6MB
$40/Month = 4MB
$10/Month = 1MB
No yearly contract - You don’t need one if your rates are unbeatable.
How’s that sound?
November 30th, 2008 at 1:26 am