Group President and CEO of the VM Group, Courtney Campbell, has called on businesses to view service excellence not as a soft skill but as a strategic imperative that drives growth, competitiveness, and long-term sustainability.

Speaking at the Jamaica Customer Service Association’s Annual Service Excellence Conference, held on October 7, under the theme “Mission Possible: Powering Possibilities, One Experience at a Time,” Campbell said the ability to deliver excellent service is one of the most powerful differentiators in today’s marketplace.

“Service excellence is not just a soft skill; it is a strategic advantage,” he said. “Globally, poor customer service is costing businesses an estimated US$4.7 trillion in lost revenue each year. Those numbers are not just statistics, they are a call to action for anyone serious about business success.”

Campbell highlighted that the rise of digital engagement has intensified the need for organisations to be intentional about customer experience. 

“The eServices market in Jamaica alone is projected to reach US$173 million next year, with annual growth of over 13 per cent through 2029. That growth means more channels, more interactions and higher expectations from customers,” he noted.

Drawing from VM Group’s own internal practices, Campbell said the company’s core values —Member Focus, Innovation, Teamwork, Integrity, and Excellence—are not just words on paper but “the compass that guides how we engage with our Members, our communities, and each other.”

He illustrated how these values come alive across the organisation, spotlighting the success of VM Finance Limited in the UK and VM Pensions Management Limited in Jamaica as examples of relationship-led service excellence.

VM Finance, he said, has achieved an average Net Promoter Score (NPS) of 87.5% over the past four years by focusing on personal relationships, clear communication, and building a team of industry experts. NPS measures customers’ willingness to recommend the business to others.

Meanwhile, VM Pensions has institutionalised feedback loops to ensure proactive, personalised engagement with clients.

“These examples show that service excellence is not just a concept. It’s a lived practice,” Campbell said. “It’s about relationships, communication, expertise and care. It’s about powering possibilities through service, one experience at a time.”

Campbell closed his address with a reminder that behind every transaction is a person deserving of dignity, empathy and respect.

“The way we serve them reflects the value we place on their humanity.”

The VM Group-sponsored Service Excellence Conference also featured other notable speakers from Jamaica’s corporate and public sectors, all sharing insights on how exceptional service can drive national progress.