Photo: Caribbean Journal

It started out as a simple complaint letter in a local newspaper in the British Virgin Islands, but it soon went viral.

Tennis pro Arthur Hicks, writing in the BVI Beacon newspaper, wrote satirically to Caribbean carrier LIAT of how he “particularly enjoyed sampling the security scanners at each and every airport” and criticized the myriad delays he endured on each island.

Then, last week, Branson tweeted the letter to his almost 3.3 million followers.

The move comes about four years after a similar complaint letter about Branson’s own Virgin Atlantic (which Branson referenced in his piece on Virgin.com) that was considered by many to be the best airline complaint letter of all time.

“I phoned the customer who wrote the [original note] to apologise and thank him for his letter after he experienced a less than perfect culinary experience on board one of our planes,” Branson said, citing the 2009 letter. “It is important to take customer feedback on board in order to improve – and also to be able to laugh at yourself.”

The Beacon is a local newspaper for Branson, as he has has owned Necker Island in the British Virgin Islands for more than three decades.

“As a colleague said: ‘I guess this is why LIAT is reputed to stand for Languishing In Airport Terminals!’,” Branson wrote. “But seriously, making customer service key to your company will keep your employees motivated and your customers happy. This in turn ensures enduring loyalty, business success and a better experience for everyone.”

The full letter is below.