Advertising executive urges businesses to improve customer service

AS local businesses gear up for an unpredictable 2025, advertising specialist and entrepreneur Dennis Ramdeen urges them to focus on one transformative strategy: improving customer experience (CX).

Ramdeen, whose firm Pepper Advertising celebrates its 20th anniversary this year, says CX is no longer a bonus; it is the deciding factor for customer loyalty and repeat business.

“In the land of the blind, the one-eyed man is king,” he said. “If you only do one thing in 2025, focus on improving your customer’s experience.”

So why does CX matter more than ever?

Ramdeen pointed to statistics highlighting CX’s impact.

SuperOffice CRM, a cloud-based customer relationship management platform designed to help businesses manage and enhance customer interactions, conducted a survey that found 86 per cent of buyers were willing to pay more for superior customer service.

Zendesk, a similar platform, reported that over half of customers would switch to a competitor after a single bad experience.

“CX impacts a customer’s decision to return more than anything else,” said Ramdeen.

He noted that product quality and pricing are often comparable across competitors, making CX the ultimate differentiator.

Ramdeen cited Emplifi which found that brands leading in CX had customers who were seven times more likely to make repeat purchases.

Ramdeen likened great CX to hosting a successful party, referencing Amazon founder and CEO Jeff Bezos, who said, “We see our customers as invited guests to a party, and we are the hosts.”

Ramdeen said with Trinidadians’ natural hospitality, businesses could translate that cultural strength into customer interactions.

“For SMEs, this means getting the basics right: keep promises, be responsive, and add personal touches. Even small gestures like handwritten thank-you notes or follow-up calls can turn customers into advocates,” he said.

While technology can enhance CX, Ramdeen warned against overreliance on automated systems.

“Chatbots can answer questions at 2 am, but businesses need both the bot and the Betty or Ben,” he said, adding that the best outcomes arose when technology complemented, rather than replaced, human connection.

Ramdeen stressed the importance of listening to customers to uncover valuable insights.

“An insight is the glue that makes whatever you are doing resonate and stick with the target.”

He said businesses could start small by using social media polls, online reviews or casual chats for feedback.

He also encouraged tapping into frontline staff for unfiltered customer insights.

“Sometimes a small detail sparks a big change.”

While analytics tools can identify patterns in larger businesses, Ramdeen cautioned against letting data overwhelm decision-making.

“Focus on actionable insights and use intuition to add depth,” he advised.

In addition to CX, Ramdeen highlighted the importance of brand distinctiveness.

“Differentiation makes you stand out. Distinctiveness gets you remembered,” he said.

Ramdeen highlighted local brands like Sauce Doubles, whose “elevated server (is) like a conductor in a symphony,” and Moo Milk for minimalist packaging that breaks norms.

“Distinctiveness doesn’t require big budgets. Even small brands can stand out by leaning into their unique identity,” he added.

Ramdeen believes that focusing on CX, leveraging insights and enhancing distinctiveness can help businesses of all sizes thrive in 2025.

He said, “2024 was tough, and 2025 may be no easier. But if you make your customers’ lives better with every interaction, they might just return the favour.”