Group President and Chief Executive Officer 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.

He was speaking at the Jamaica Customer Service Association’s Annual Service Excellence Conference on October 7, under the theme “Mission Possible: Powering Possibilities, One Experience at a Time.”

Mr. Campbell said the ability to deliver excellent service is one of the most powerful differentiators in today’s marketplace.

He pointed out that globally, poor customer service is costing businesses an estimated US$4.7 trillion in lost revenue each year.

The Group CEO said that “those numbers are not just statistics, but a call to action for anyone serious about business success.”

Mr. 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 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 United Kingdom 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 per cent 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, he said 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,” Mr. Campbell said. “It’s about relationships, communication, expertise and care. It’s about powering possibilities through service, one experience at a time.”