It’s an honor to stand before you this afternoon at this pivotal moment for Jersey’s economy. We’re not just here to talk about change – we’re here to ignite it. Welcome to the launch of the Jersey Customer eXperience Standards.
Imagine walking into a restaurant where the staff greets you with a warm smile, where your needs are anticipated before you even voice them. Picture stepping into a shop where the service is so seamless and personal that you leave not just with a product, but with a story to share.
Now, imagine a Jersey where every visitor and resident doesn’t just receive good service, but exceptional service—every single time.
Right now, that’s not our reality.
Our Customer Satisfaction Index is at just 49%—meaning less than half of our customers feel truly satisfied. That’s not just a statistic; it’s a wake-up call.
It’s a missed opportunity…
Because customer experience isn’t just about politeness
Because customer experience isn’t just about politeness—it’s about economic strength, business success, and Jersey’s reputation as a world-class destination.
And that’s why we’re here.
Jersey’s hospitality, retail, and service sectors form the backbone of our economy. They create jobs, drive revenue, and shape how our island is perceived by visitors and locals alike.
A thriving economy isn’t just about what we sell—it’s about how we make people feel.
A customer who feels valued will return, spend more, and recommend us to others. A customer who feels ignored, will leave—and they won’t be back.
Let’s be clear: our competition isn’t just local businesses. We’re competing with global destinations, online retailers, and service providers that understand customer experience is everything. If we don’t step up, we fall behind.
But here’s the good news: change is in our hands.
Tonight, we’re not just talking about the problem—we’re launching the solution.
Introducing the SMILE Standards: A Game-Changer -This is where the JCX Alliance comes in.
We refuse to accept mediocrity. We believe Jersey can and should be known for outstanding service. That’s why we’re introducing the SMILE Standards—a game-changing framework designed to elevate service excellence across the island.
The SMILE Standards aren’t just guidelines; they’re a commitment. A promise to every customer that their experience will be second to none.
Why do they matter? Because businesses need a benchmark. Without a clear standard, we’re all just guessing at what ‘great service’ looks like.
The SMILE Standards provide:
- A shared vision
- A clear framework
- A roadmap to success
- And most importantly, they are achievable.
With the JCX Alliance leading this movement, we’re providing the tools, training, and support businesses need to succeed and we’re doing it 100% funded by government, so it doesn’t cost you a penny.
This isn’t about making service harder—it’s about making excellence easier.
But we can’t do this alone. We need you.
Every business owner, manager, and frontline employee in this room and on this Island, has the power to make a difference.
So tonight, I challenge you: commit to the SMILE Standards.
Commit to making your business a leader in customer experience. Commit to raising the bar—not just for yourselves, but for your customers, your teams, and for Jersey as a whole.
Because when we work together, we don’t just improve individual businesses—we transform an entire island.
It feels great to make other people feel good.
Powerful right! Imagine the impact: Visitors leaving Jersey raving about the hospitality. Customers choosing local businesses over online competitors because of exceptional service. A workforce that is proud, motivated, and empowered to deliver excellence. This is what’s possible when we commit to change.
This is just the beginning
Tonight is more than an event. It’s a movement. What happens next is up to us. We can let tonight be another meeting, another conversation about what could be—or we can take action. Let’s be the generation that transforms Jersey into a beacon of service excellence. Let’s be the businesses that customers trust, recommend, and return to. Let’s make sure that when people think of Jersey, they don’t just picture our beautiful landscapes, rich history and incredible food—they remember an experience they’ll never forget.
It feels great to make other people feel good.
This is our moment. This is our mission. And together, we can, and will make it happen.
As my friend Will Guidara says in his book Unreasonable Hospitality: “It feels great to make other people feel good.”
We have an opportunity—and a responsibility—to create magic in a world that desperately needs more of it.
No matter your industry—whether you work in service, finance, or even as a civil servant—you have the power to offer moments of joy, relief, and connection.
Remember: people will forget what you do. They’ll forget what you said. But they’ll never forget how you made them feel.