The Search for Customer Satisfaction: Charm vs. Force

When moving to a place like Rwanda after living in a place like America, one is sure to struggle with the common standards of customer service. There is actually a furniture company here with the motto: “The Customer is a King”. Yet the excitement of seeing such sentiments will quickly wear off when this company fails….

…to build the furniture you requested

…to understand the customer (‘king’) is the one who should dictate which design is best, even when the craftsmen feel it looks better with the alterations they made

…to apologize or inform the customer that the furniture they ordered will be as much as one month later than promised

H.E. President Kagame has made a concerted effort to address the customer service culture in Rwanda. He and others claim that low customer service standards will stunt the desired development of tourism and other key sectors of the economy. Immense amounts of training and funds have been channeled toward addressing this shortcoming, but commonly accepted cultural attitudes do not change overnight.

This common problem presents Westerners like ourselves with a couple viable options: charm or force. I’ve made a mini-study of the effectiveness of each strategy and will attempt to illustrate them in the example below. (Disclosure: The following example is based on an amalgamation of many actual customer experiences)

Let’s assume you visit the nicest coffee shop in town, the one that aspires to be a model of customer service for retail businesses in Kigali. You order a lunch. 45 minutes later, you ask the waitress if it will arrive soon. One hour after arrival, you have seen the people at surrounding tables, who arrived after you did, receive their orders and leave. Your waitress is clearly apologetic, but clearly unable to deliver your lunch. You consider your options and then…

Option A: Force

…you slam you hands on the table and yell at the waitress. While she runs away in tears, you scan the restaurant sure others will affirm your customer service injustice. While bystander reactions vary, some look as though they feel sorry for you… you are someone who simply can’t understand local ways (and perhaps doesn’t belong). You also feel embarrassment and disdain, for you have just exemplified the stereotype that Americans are selfish, loud and individualistic. The ‘net’ result: you still don’t have any food and you’ve perhaps lost current and potential friends as well. In my experience in Rwanda, the harder you attempt to force a quick resolution in your favor, the more resistance and resentment you face from all involved in the interaction.

Option B: Charm

…you smile, tell the waitress you know it is not her fault, and ask to see the manager. When the manager arrives, you step aside and speak quietly so others cannot hear, and explain the problem you’ve experienced. Smiling, you explain you are not trying to blame the waitress, the manager or anyone else for the problem, but you hope the manager has the authority to resolve it in an acceptable fashion as this clearly isn’t the type of customer service a store of this caliber wants to be known for. If this doesn’t work, then the same smiling and charming style may need to be applied to the owner of the restaurant. In my experience, customers who take the time to employ such charm until finding and reasoning with whoever has authority generally get satisfied in the end. Often, they even make friends along the way.

Onward & Upward,

-Carter