“Customer is the new emperor. Either you give him what he desires or
you are banished from his kingdom.” Y.Hosse
During his closing remarks of 2016 National Dialogue (Umushyikirano), Rwandan head of state H.E Paul Kagame urged people to complain against poor service and failure to say No leads to poor services’ continuity in the country. He added that problem is in our capacity, it doesn’t require government budget, just something that can be stoppable through one’s own mentality. The head of state urged Rwandans not to compare themselves to other countries how they developed in terms of economic growth rate, instead he emphasized that Rwanda’s economic development should be driven by accountability and not by patronage.
In order to address complete dilemma of ultimate customer care scope, one should consider the following questions:
Should customer care’s much emphasis be limited to hotels, bars, restaurants, supermarkets, banks, telecommunication centers, transport and freight services and the like? To what extent is the ultimate customer care in public institution/offices affects the private sector business people’s daily activities? Despite much efforts by the Government of Rwanda, like hospitality campaigns launched in different phases aiming at customer care, one may wonder whether Gira Ubupfura, Nk’ uwikorera and Na Yombi launched in Rwanda have been successful? Unless, what are the limitations for further study to make it successful?
Most people do consider customer care in the context limited to the open businesses’ theory. They create margins for the concept as limited in business marketing that aim at cash transaction-give and take mainly for Private sector. In this context, customer satisfaction is strongly built by some companies to create distinctive features to outcompete others in a given business sector and market.
However, the writer intends to break this customer care margin limited on the above mentioned intent and include customer care expected from public institutions including overseeing institutions like the ministries’ level, charity based organizations and Non-Governmental Organizations in the country. There are some elements of misunderstanding or ignorance for the customer care scope.
Public monopoly serving institutions, like judicial offices, prison services, National police, decentralized local government services, ministries, embassies, land center services, tax administration, water and sanitation service, information technology offices, energy service and other related services should be built on strong customer approach that is critically concerned with employees’ capacity building (capacitate them to serve others), internal customer care and minding about all business stakeholders within an economy.
English dictionary defines customer care as the work of looking after customers and ensuring their satisfaction with one’s business and its goods or services.
The very satisfaction meant above is defined by Grigoroudis and Siskos (2009) as the consumer’s fulfillment response, the judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under-or over fulfillment.
It is quite paramount to note that service satisfaction within an economy is longed for by all nationals from private businesses, public businesses as well as other governmental monopolistic services in central government. At least over fulfillment or exceeding customer’s expectations is reasonably favorable for whatever business.
In a harmonized economy, inter-organizations’ relationships like interdependence between private organizations and public ones should be ameliorated as to some extent the task of customer care improvement was mainly left for businessmen. This is important because the observed time lost and injustices’ consequences such as corruption and abuse of some public offices are much considered as sabotage for the country’s vision realization and economic development. A case in point is the delay to pay the supplier (business people) as per contract due to not bearing in mind that inter-sectors collaboration leads to interdependence in an economy hence a lasting economic growth and match suitably in the line of good governance.
The Business Dictionary defines private sector as a part of national economy that consists of private enterprises including personal sector (households) and corporate sector (companies) whereas public sector is suggested by the Free Dictionary as “the part of an economy that consists of state-owned institutions, including nationalized industries and services provided by local authorities.
Public service is a service which is provided by government to people living within its jurisdiction, either directly (through the public sector) or by financing provision of services.
In a direct business transaction approach, Y.Hosse had this to say: “Customer is the new emperor. Either you give him what he desires or you are banished from his kingdom.” Basing on the above thoughts, one can note that the higher the level of satisfaction a customer has is one of the determining factors in the success of any business. As a result, combined succeeded businesses lead to an economic growth.
On the other hand, in examining coordination among the private, public services and public governance sectors is that Private sector is the sole public sector’s benefactor (sponsor). Thus, good to bring to the mind of the readers that the public sector is the private sector’s largest single customer (for provision of services and supplies) hence call for comprehensive and inter-customer care.
The public sector institutions and their appointed bosses should consider themselves as usual customers in this context but over and above they should acknowledge that they are top celebrants for the success of private sector as it boosts the country’s economy at large. This would bring conclusion that the government which incorporates all public institutions is the customer for the business body as well as moderator for the very business. The complexity in between should be quite understood as it is what the writer called comprehensive customer care.
Within this social economic transformation, the relationship among Nationals like Rwandans themselves is the sole factor to turn the country’s vision the actual one (a reality). Bob Conklin said “people don’t care how much you know, but they know how much you care by the way you listen”. Listening is all about understanding one’s problem with sympathy and care is all about solving one’s problem after hearing him/her. Leaders and service providers need to listen carefully to their customers and respond to their needs for mutual success. The one who solves problem benefits as well as the one whose problem is solved.
In a country, poor service delivery doesn’t only harm the service seeker but also the entire economy. The economic output from private sector’s customer care will be astounding if and only if it collaborates effectively with public sector, local government services and Non-Governmental Organizations to boost the pillar of good governance and economic growth.
By Bosco Gashegu Ndaruhutse
Tel: (+250)788618794 ,Kigali, Rwanda