For any business that truly seeks sustainability, every week should be Customer Service Week – Labinjo.

Customer Service Week 2025 is celebrated globally from 6 to 10 October. In this interview, Adenike Labinjo, MD/CEO of Pinnacle Oil and Gas Limited, one of Nigeria’s foremost downstream oil and gas companies, spoke on the importance of commitment to customer service and satisfaction as well as investment and innovation. TAOFEEK OYEDOKUN brings the excerpts:

Why is customer service such a critical pillar for sustainable business growth, especially in today’s competitive market?

Customer service is the heartbeat of any successful enterprise, irrespective of where it is located or the sector in which it does business. In an environment where products and prices are often similar, service becomes the true differentiator.

It’s the human connection that builds trust and loyalty. Customer service is not a department. It is a culture that defines how an organisation interacts, solves problems, and creates value at every touchpoint. There is sufficient evidence that when customers feel heard, respected, and valued, they don’t just stay; they become ambassadors of the brand. That’s why for any business that truly seeks sustainability, every week should be Customer Service Week.

“Accessibility is an essential part of customer service. A great product means little if it’s not easily available. That’s why we’re strategically expanding our retail and service station network nationwide.”

Customer Service Week is celebrated globally to highlight the importance of customers in business success. What does this week mean to you as an executive?

For us at Pinnacle Oil and Gas, Customer Service Week is not just another date on the corporate calendar — it is a reaffirmation of who we are and what we stand for. Our business philosophy has always been built around the customer. This should ideally apply to any business that is interested in a long-term future.

For us, every litre of fuel we dispense, every jerrycan of lubricant we produce, and every service we render is ultimately aimed at making our customers’ lives easier, safer, and more productive. In particular, this year’s Customer Service Week theme, “Mission: Possible”, strongly aligns with our culture. We believe that excellent service is not just possible; it is the standard we must deliver consistently. Customer Service Week allows us to pause, reflect, and celebrate the people who make our work meaningful, our customers and our frontline staff who embody our values daily.

You mentioned that service excellence should be a standard for all organisations. Can you elucidate?

The ideology of constantly improving service excellence and delivery should permeate all sectors, whether it be retail, telecommunications, media, manufacturing or pure service delivery. This is because the nature of our age and evolving society demands that organisations should continuously push to do things better.

Innovation, for us, is not limited to technology; it’s about constantly finding smarter, faster, and more efficient ways to serve our customers.

From product formulation to station design to customer feedback systems, we are continuously improving. For example, we have introduced automated customer feedback systems across retail stations. Through a simple QR code, customers can share their experiences instantly, allowing us to respond and improve in real time.

Operationally, our Lekki Free Zone facility remains one of the most advanced petroleum storage and distribution infrastructures in West Africa. It significantly reduces vessel turnaround times, improves supply chain efficiency, and ultimately translates into a more stable, reliable fuel supply to our stations nationwide. In essence, innovation at Pinnacle means anticipating customer needs before they even articulate them — and then exceeding their expectations.

Let’s talk about Pinnacle’s network expansion. How does this fit into your vision for customer service excellence?

Accessibility is an essential part of customer service. A great product means little if it’s not easily available. That’s why we’re strategically expanding our retail and service station network nationwide. We are currently in the process of opening new service stations in key cities and locations across the country, including Lagos, Enugu, and Abuja, as well as other parts of the country.

Each station is designed with customer convenience in mind, safe fuelling areas, clean restrooms, convenience stores, and customer-friendly layouts. Of course, these service stations will be staffed with well-trained personnel who will ensure that more Nigerians can experience the Pinnacle standard of service wherever they are.

Your organisation has made significant investments in infrastructure over the years. Could you share some highlights of these investments and their national impact?

One of our most significant achievements is the Pinnacle Offshore Intake and Storage Facility — a landmark investment that has revolutionised the way petroleum products are received and distributed in Nigeria. This facility enables direct offshore discharge of petroleum products, reducing logistics bottlenecks and demurrage costs. We have also invested heavily in our truck loading gantries, automation systems, and quality control laboratories to ensure every product meets the highest standards.

In addition, we are investing in human capital development through continuous training in customer engagement, health and safety, and technical operations. Our investment has been driven by the philosophy that the Nigerian people deserve only the best, and we continually raise the bar in response to the evolving demands of society.

One of Pinnacle’s fast-growing product lines is its range of lubricants. What makes Pinnacle’s lubricants unique in the Nigerian market?

Our lubricant line, branded as Pinnacle Pibreum and Dyzeum, is a product of advanced engineering and a deep understanding of Nigeria’s driving conditions. Every formulation is designed to withstand heat, dust, and heavy traffic. The formulation of the products was based on research in a market where consumers are increasingly demanding high-quality products that also fulfil the constraint of affordability. We like to say that our lubricants are tested by engineers and trusted by engines.

How do you ensure product quality and authenticity, given the challenge of counterfeit products in the market?

Quality assurance is a non-negotiable part of our business. Every batch of lubricant is tested in-house with advanced technology to verify performance and durability.

We have unique tamper-proof packaging in place. We also work closely with the Standard Organisation of Nigeria (SON) and the Nigerian Midstream and Downstream Petroleum Regulatory Authority (NMDPRA) to maintain compliance and consistency with nationally set standards.

Most of your executives emphasise the slogan ‘reaching the pinnacle’. How does this reflect your approach to business and customer engagement?

That slogan encapsulates our philosophy: helping every customer, employee, and partner reach their own pinnacle of achievement. We see ourselves not just as an oil and gas company, but as a partner in progress — powering the aspirations of Nigerians in every sphere of life.

This is something that is lacking in Nigeria, where many organisations still do the barest minimum in terms of customer satisfaction. But I acknowledge that as technology develops and more people disseminate information faster, many organisations are putting in place measures that have drastically improved customer service. But clearly, more needs to be done at various levels of our society.

Finally, what message would you like to share with Pinnacle’s customers this Customer Service Week 2025?

To all our customers across Nigeria, we say a heartfelt thank you. You are the reason we exist, the reason we innovate, and the reason we strive to be better every single day. As our founding father often says, “At Pinnacle, service excellence is not a destination. It’s a continuous journey. Our goal is to keep powering lives, fuelling progress, and helping every customer reach the pinnacle of their ambitions.”