Foreign brands pulling Caribbean wallets overseas, Exco research finds

More than half of Jamaican consumers are willing to pay more for imported products when the customer experience is superior, according to new research presented by Trinidad-based customer experience consultancy Exco at its Caribbean Customer Experience Summit in Kingston.

The research found that 53 per cent of Jamaican consumers would willingly spend more on imported products—even when comparable local alternatives are available—if they received a better overall customer experience. Across the wider Caribbean, 51 per cent of consumers said they would rather shop online with overseas retailers because of the experience they receive.

Presenting the findings, Exco partner Chelsea Costelloe said the data should serve as a wake-up call for Caribbean businesses.

“Foreign brands are pulling Caribbean wallets overseas,” she said. “People won’t just pay more for a better experience—they’ll cross borders and oceans to get it. Experience beats proximity, and experience beats price.”

The findings formed part of Exco’s sixth Caribbean Customer Experience Summit, held at the AC Hotel in Kingston, the first time the conference has been staged in Jamaica. Exco founder Sacha Thompson said the company was bringing five years of regional customer experience research to Jamaican business leaders at a time when consumer expectations are changing rapidly.

“This is our sixth summit, and we are bringing bold conversations backed by five years of research and data as we rewrite the Caribbean rules of customer experience,” Thompson said.

She cautioned businesses against assuming repeat customers are necessarily loyal customers.

“If you’re sitting back convinced your customers will keep coming back simply because they’ve always done so, you might be in for a rude awakening,” she said.

According to Thompson, loyalty is no longer guaranteed but must be earned through every interaction a customer has with a business.

Although Jamaica has built a reputation across the Caribbean for its warmth, energy and hospitality, Thompson said those qualities alone are no longer enough to meet rising customer expectations.

“Warmth alone is not world-class customer service. Exceptional customer experiences are intentionally designed, consistently delivered and continuously measured. “Every company in this room has another level to reach. We can all do better by our customers.”

She said today’s consumers are better informed, more demanding and more willing than ever to switch brands.

“Loyalty is fragile. Businesses that fail to keep pace with changing customer expectations do so at their own peril. Whether you design the product, manage the process, hire the people, oversee the finances, lead the team or serve on the frontline, every decision, every interaction and every behaviour shapes how customers feel about your brand.”

Create Memorable Customer Experiences

Marketing strategist, author of Brandscaping and former NBC producer, Andrew Davis, challenged business leaders to move beyond simply satisfying customers and instead create experiences that inspire them.

“The goal is to move customers beyond the honeymoon phase,” Davis said. “Raise their expectations by making the experience inspiring. True emotion leads to action.”

Using storytelling to illustrate his point, Davis argued that memorable customer experiences are created through actions rather than promises.

“Customers have countless choices,” he said. “The company that delivers an unforgettable experience wins. People will gladly pay more for that.”

As one example, he shared the story of a contractor who kept homeowners informed throughout a renovation by sending voice notes before arriving on-site and video updates explaining the work completed each day.

“It’s all about the customer’s experience,” Davis said. “People will never forget how you made them feel.”

Give Customers a Voice

President and Chief Healthcare Officer at QuestionPro, Artis Pullins, encouraged organisations to build customer experience programmes that foster long-term relationships rather than one-time transactions.

She urged companies to listen to customers across every touchpoint—from websites and call centres to social media—and to respond in meaningful ways.

Pullins also cautioned against lengthy customer surveys that discourage participation, recommending instead that businesses ask fewer, more thoughtful questions after customers have had time to reflect on their experience.

“Ask short, meaningful questions 60 to 90 days later,” she said. “Find out whether the experience lived up to expectations and what could have made it even better.”

She also encouraged organisations to audit their customer service systems regularly, follow up on complaints to ensure issues have been resolved and demonstrate publicly, where appropriate, how customer feedback has led to meaningful improvements.

“When customers know they’ve been heard, that you responded and actually fixed the problem, they’ll remember your brand long after the interaction is over,” Pullins said.

Brand strategist Dexter Musgrave said the strongest brands distinguish themselves by behaving with humanity and creating authentic emotional connections with consumers.

Drawing on his experience working with companies including GraceKennedy, Digicel, FLOW, NCB and J. Wray & Nephew, Musgrave said businesses should look for genuine points of alignment with their customers.

“When people see their values, aspirations or experiences reflected in a brand, it creates a sense of belonging that leaves a lasting impression on their hearts and minds,” he said.

The summit also featured panel discussions and fireside chats with several of the Caribbean’s leading business executives, including Ann-Marie Walters, Managing Director of Unicomer Caribbean; Lisa Lake, Executive Chairman of the Lake Group of Companies; Audrey Tugwell Henry, President and CEO of Scotia Group Jamaica; Jessica Shannon, Chief Experience Officer at Sandals Resorts International; and Jeremy Jones, Managing Director at Sandals Resorts International.

A recurring theme throughout the discussions was the importance of investing in employees, remaining responsive to customers and avoiding complacency. Panellists agreed that organisations that empower their people are better positioned to deliver consistently positive customer experiences.

Summing up the discussion, Jeremy Jones told delegates: “Customers may not always be right, but we should always make them happy.”