Get back to basics, Digicel

by Garth A. Rattray

I still have vivid memories of the Sunday that I decided to leave the (then) Cable & Wireless (now LIME) cellular telephone network for Digicel. For that entire day, countless subscribers were without cellular telephone service. I know that networks can suffer technical difficulties, but Cable & Wireless never apologised or offered any compensation for the lengthy unscheduled disruption of such an important service. I felt taken for granted and disrespected.

It was about 10 years ago and Digicel was the new kid on the block. The very next day, we signed up with Digicel's cellphone service. I was happy and proud to announce to everyone that I had a Digicel cellular telephone. The service was good and dependable. Evidently, my opinion was shared by many because Digicel has cornered the Jamaican cellular telephone market.

However, over the past few years, and especially months, Digicel's cellphone service has deteriorated. Not everyone that I spoke with has had problems, but enough people share my experiences to make me realise that I am far from unique.

My most recent distress was with the extremely delayed delivery of a voicemail message. This was by no means the first time that this had happened, but, two weeks ago, my handset alerted me to a voicemail message. I dialled in for it and the message was preceded by the annoying and intrusive 'Rappa-pam-pam Dis Christmas' promotional jingle and announcement.

The extremely important message was left three and a half days earlier from someone in severe distress, calling to inform me of her 51-year-old husband's sudden and unexpected death. The Digicel voicemail service has earned the reputation of being unreliable and excessively delayed. Many business people complain about lost opportunities and undeserved bad reputations for not returning calls because of this problem.

Nightmarish experience

On two occasions, I have been left incommunicado, stranded in Digi-hell (sounds like Digicel) when travelling abroad, although I did every single thing to enable roaming. My complaints resulted in apologies and conciliatory credits to my postpaid account but, after the repeated trauma, frustration and embarrassment of having to borrow telephones to make essential connections while abroad and to call home, I now travel with a back-up LIME prepaid cellphone.

My last trip was not without incident, because the operator either forgot or couldn't bother to turn off my voicemail service while I roamed (as I had repeatedly instructed). I was charged for messages left and, although a supervisor promised to refund the account, I grew weary and have never checked up on it.

Digicel customers have been experiencing slow data services and frequent 'network is busy' messages. There are numerous dropped calls, strange noises, apparent crossed lines and false busy signals. The coverage/reception all across the island, and even in the Corporate Area, is below par. Voices break up, then the connection is lost all too often. I am frustrated with the service, but I only stick it out because my contacts are very familiar with my number and it cannot be transferred to LIME.

Digicel spends countless millions advertising its services, upcoming services, promotions and giveaways. These are meant to attract even more customers to a network that is evidently already labouring under the weight of the current subscription.

Digicel needs to get back to the basics of good, dependable service with high-quality reception and adequate coverage - those were the reasons for its initial popularity. It could also divert some of its massive profits into offering better rates. I suggest that Digicel conduct a customer-satisfaction survey to assess the true status of their network. It may be the bigger network, but I seriously doubt that it is still the better one.

Garth A. Rattray is a medical doctor with a family practice. Email feedback to columns@gleanerjm.com and garthrattray@gmail.com.