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Phuket Opinion: Teaching that it’s not rude, it’s just culture

Legacy Phuket Gazette

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Madunan Chehteek, 47, is a native of Yala who left school at age 15 and came to Phuket to work at age 19. He held various positions at Phuket resorts, working his way up to receptionist, then was a tour guide for five years. He opened his shop, the Madunan shirt and souvenir shop, on the bypass road in 1997.

Here, he explains how understanding customers’ cultural backgrounds is the most important element in providing them with quality service.

PHUKET: There are a lot of businesses on Phuket – restaurants, hotels and shops – that serve tourists. In order to succeed in this competitive environment, we have to offer good products, communicate well, be creative and deliver excellent service. To serve our customers well, the most important thing we have to do is understand their culture.

Phuket tourists come from all over the world, so we need to be able to understand diverse cultural preferences. Understanding our customers is key to creating a positive experience in our shop.

Every time a busload of tourists comes here, I give a short speech, and I tailor it to the nationality of our guests. With Malaysians and Chinese, it’s usually funny. With Europeans and Americans it tends to be more educational, with information about the tsunami and history of Phuket.

We also change our displays depending on which group is coming – for a Chinese group, we’ll put panda and elephant shirts on our mannequins.

Most importantly, we match our service style to our customers.

Malaysian and Indonesian tourists are usually boisterous and relaxed shoppers, but they are afraid of being cheated. Phuket prices are expensive for them, so our strategy is to assure them that our products are high quality and offered at good prices. They get bored if we are too formal, so we try to entertain them by making jokes as we talk about the products. They especially like to buy colorful shirts, and they buy for their families. Since their families are big, they usually buy a lot.

The Chinese tourists are the loudest. They’re very friendly, not shy or formal at all, but they are picky shoppers. They inspect things very carefully. They like to try on a lot of things and compare items. Once they decide they like something, they focus on getting the best price. The older shoppers value price over quality, but the younger ones go more for quality.

European and American tourists like to shop alone. They don’t feel comfortable if staff follow them around the shop. They will ask a staff member if they need help with something. They especially like to buy handicrafts or items which are symbols of Thailand, like handmade bags and elephant shirts.

When it comes time to pay, they line up politely at the cashier’s desk. I’d like to ask the Malaysian and Chinese shoppers to do the same thing, but I don’t think I can.

Thai shoppers, in contrast, like to have staff standing by to take care of them. And they always want a discount. They say, “We are Thai too!”

We easily make Arab shoppers feel happy and like they are with family when they come in and we say “Assalammulaikum“. Another way we help our Muslim shoppers feel comfortable is by requiring our staff to dress modestly. Female staff must wear a head scarf, long sleeve shirts and long pants.

In our weekly staff meetings we talk about cultural issues and teach our staff how to serve customers in each group. We make them understand that different behaviors are not bad or rude behaviors but the product of culture, habits and lifestyles that the staff have to learn about. Every year we take our staff on a field trip to a shop in a different province so they can get new ideas about how to serve and understand customers.

This understanding is key to the success of any business based on service.

— Irfarn Jamdukor

 

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Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Opinion

PM takes over Thailand’s vaccine roll out. Public Health Minister found under bus – OPINION

Tim Newton

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OPINION

I went to register my name at a local private hospital in Phuket last Saturday for a place in the Covid vaccine queue. It was at the Bangkok Hospital Phuket. The first response from the reception area after the customary welcoming wai was “do you have insurance?”

I said yes, but that was not relevant to why I was here. I explained that I wanted to put my name on their Covid vaccine register as a former patient and enquire as to when they might expect to get deliveries of a vaccine.

The answer was clear. “I don’t know, nobody knows”. And, as far as we currently understand, that answer was correct.

For foreigners in Thailand, unless they happen to work for companies with “connections” or perhaps a public service that was earmarked in the first roll out of vaccines, the vast majority are doing more damage from scratching their heads at the moment.

We’ve contacted the Provincial Phuket Office in Phuket, and been told the same thing. Or “register at your hospital”.

The Thaiger has published numerous articles about the apparent vacillation of the government in regards to allowing private companies and hospitals to acquire their own stash of vaccines. First they could, then they couldn’t, then it was a “misunderstanding”, and then they could again, about 2 weeks ago.

But not ONE private hospital in Thailand currently has access to its own stocks of an approved Covid 19 vaccine. Not even unapproved vaccines, as far as we can tell. The Thai government are still putting up paperwork and red tape barriers preventing any private solutions to the country’s vaccine roll out.

Now I use the term “roll out” carefully. Because there hasn’t been a lot of rolling. There’s no doubt once the vaccines arrive on site there are plenty of front line doctors and nurses, and local organisers, who can efficiently and diligently administer the doses. That’s happened twice in Phuket and has now resulted in some 70,000 local people vaccinated. It’s happened in other places as well. But there’s certainly been no “military” precision (which you’d think these guys would be good at).

Somewhere between a current shortage of available vaccines, generally, and the Thai government being forced to sign off on any private orders, there has been no movement on the “private vaccine” front.

Dr Suwadee Puntpanich, a director at the Thonburi Hospital Group, told the Thai Enquirer that it’s currently “impossible for the private sector to bring in vaccines due to the government’s inaction”.

“We have sent numerous applications for vaccines to the Ministry of Public Health, to the minister, to the permanent secretary and have received no response”.

Given that the private medical sector would have contacts to negotiate and import drugs from international pharmaceutical companies, you’d think they’d be the government’s first phone call. But no. The government have established their own supply chains, dragging out the process until now we this third wave in Thailand and a vaccine roll out way behind peer nations and most of the rest of the world.

Last night the Thai PM decided to take control of the Kingdom’s vaccine roll out.

The Cabinet yesterday agreed to designate PM Prayut as the chief authority with responsibility for all decisions related to the pandemic. He will have sole responsibility for the country’s Communicable Disease Act, the Immigration Act, National Health Security Act, and the Medical Equipment Act, as well as several others. Critically, he will now be responsible for the procurement and distribution of vaccines, essential to combatting the outbreak in Thailand.

There has been some quite public friction between the PM and his outspoken Public Health Minister Anutin Charnvirakul in recent weeks. This decision to take over the decision making in Thailand’s public health sphere is the equivalent to throwing his Bumjaithai party political partner under the bus.

Last week there was loud calls from opposition parties and social media for the resignation of the public health minister. Everything, from the shortage of hospital beds, the lack of vaccines, the decision to let Songkran go ahead, largely unfettered, and a slow reaction to the current outbreak have all fallen on the desk of Anutin.

The PM’s taking over of decision-making for Thailand’s public health at the moment may be an indication of strong, determined leadership. It’s also risky with Anutin pulling the strings on a rump of MPs that secured the PM his majority in the lower house following the 2019 general election.

A petition hosted on Change.org, demanding the resignation of Public Health Minister Anutin, has surpassed an initial target of 200,000 signatures. The target has now been increased to 300,000. 211,600 signatures have already been collected.

Also, as of this morning, the requests for signed paperwork from Thailand’s private hospital sector have remained unsigned.

 

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Tourism

Thailand’s 3rd wave wreaks havoc on the Tourism Restart Plan – where are we now?

Thaiger

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PHOTO: Empty beaches of Hua Hin - AJ Wood

OPINION by Andrew J Wood

Thailand Ministers ponder the next steps to re-start it’s massive tourism industry, initially set for July 1, 2021 in Phuket. The plan may need to be overhauled as Phuket struggles to immunise the whole island in the wake of the third wave of hotspots. Phuket, prior to the third wave had already secured more than 100,000 doses and planned to receive an additional 930,000 doses by June.

This would be enough for 70% of the population – the target needed to achieve herd immunity. The spike in Covid-19 cases has interrupted this plan, as vaccines must also be allocated to other provinces urgently to help fight the latest outbreaks.

Not deterred, the Tourism and Sports Minister Pipat Ratchakitprakarn said he plans to meet next week with all relevant agencies to discuss the reopening plan, previously set for July this year. Eighteen provinces have now been declared red zones, with a partial lockdown and stay at home order. The alert warning was also raised across the rest of the country to orange, in all the remaining 59 provinces many of which had previously been green and considered safe.

Deciding to ignore expert warnings, the government allowed the Songkran holidays to go ahead, even adding an extra day. However no mass gatherings or water splashing were allowed.

(Songkran is the Thai New Year celebration which typically lasts 3-4 days, leading to a mass exodus of cities like Bangkok).

Last year, due to Covid-19, the holiday was cancelled. As a result of the holiday this year, a few outbreaks in Bangkok allowed the virus to spread widely. The Bangkok outbreaks centred on entertainment places; restaurant-pubs and nightclubs around the Thonglor area, plus a high-society wedding at a new riverside hotel, whose guest list included a number of government Ministers and prominent business leaders.

The Covid virus from these few hotspots were quickly spread throughout the whole country, as people returned to their homes for the holidays. Unfortunately this was a perfect storm for spreading the virus. Up until this point, since the beginning of the pandemic, Thailand had only recorded 28,889 cases and 94 deaths as at April 1, 2021. Eighteen days later this has risen to 43,742 cases and 104 deaths. An increase in cases of 51%.

During my recent visit to Hua Hin, empty beaches were very much in evidence already with the third wave leading to mass cancellations. Some resorts, previously 70-80% occupied, saw domestic arrivals decimated. Already hurting from a lack of international visitors, this latest outbreak was a most unwelcome guest.

The question of re-opening Thailand to Tourism, starting with Phuket, has obviously taken a knock backwards.

“The key determinant is insufficient vaccines, we are concerned about the re-opening timeline. We still need to discuss the vaccine administration plan. If the herd immunity goal cannot be achieved, we may have to consider opening only certain areas in Phuket”.

However, to continue with the same plan, even with restricted zones, will not be easy as long as the country still has increasing new daily infections, said Minister Pipat.

“Most importantly, we still have to hear from other countries that we already started travel bubble negotiations with about their confidence regarding the same timeline.”

Like Hua Hin, hotels in the North reported cancellations of more than 70% with Chiang Mai a cause for concern and currently experiencing increased coronavirus cases. Prior to the pandemic, the province was a popular destination to celebrate Thai New Year.

Regrettably Minister Pipat is in self-quarantine after being in close contact with Transport Minister Saksayam Chidchob, who was diagnosed with Covid-19. The Minster fortunately has already received his first vaccination jab last month (AstraZeneca) and will remain in isolation until next week when all tests are complete (3 swab tests).

ANDREW J WOOD

Andrew J Wood was born in Yorkshire England, he is a professional hotelier, Skalleague and travel writer. Andrew has 48 years of hospitality and travel experience. He is a hotel graduate of Napier University, Edinburgh. Andrew is a past Director of Skål International (SI), National President SI Thailand and is currently President of SI Bangkok and a VP of both SI Thailand and SI Asia. He is a regular guest lecturer at various Universities in Thailand including Assumption University’s Hospitality School and the Japan Hotel School in Tokyo.

The content of this article reflects the writer and does not necessarily reflect the editorial stance of The Thaiger.

 

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Coronavirus (Covid-19)

A Thailand Covid update that you won’t read in the news

Tim Newton

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Tim Newton goes through some of the moving goal posts regarding Thailand’s Covid situation RIGHT NOW. Vaccines for expats, what will happen after Songkran, provincial restrictions, new quarantine requirements. Reading the tea leaves and reading between the lines, Tim provides his personal opinions on many issues expats and foreigners in Thailand are worried about at this time.

 

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