Rwandans’ attitude towards customer care is a challenge to the upcoming campaign on customer care service to commence mid next month. The depth of the problem requires change of attitude to get every Rwandan involved.

"We don’t want to be defensive. We acknowledge there is a problem in every sphere across the country and this calls for every Rwandan’s involvement,” said Clare Akamanzi, a member of the Customer Care Steering Committee.

She was a addressing the press on the national initiative to improve customer care in the country at Rwanda Development Board (RDB) headquarters on Wednesday. 

RDB and the Private Sector Federation (PSF) in addressing the problem will soon launch a national initiative that includes skills training and a public engagement campaign.

A drama played by RDB staff highlighted some of the poor services by providers like supermarkets, restaurants and banks.

The drama created a scene where a long queue of people in the supermarket waited to pay as the cashier applied makeup and answered calls ignoring the clients, and also ATM machines that are not working.

In a move to recognise companies, agencies and organisations that provide good customer service, the first annual National Customer Care Awards will take place this year.

According to research by On The Frontier (OTF), poor services are said to be a threat to Rwanda’s economic competitiveness ranking. Rwanda is ranked last in terms of the quality of customer service in the region.

Another research from Institute of Policy Analysis and Research (IPAR) indicates that improved customer service could increase Rwanda’s Gross Domestic Production (GDP) by $40 million per year by 2012.

While the Workforce Development Authority (WDA) is conducting English programme on customer care and communication skills. Customer care will also be integrated in the national curriculum in all schools, technical and vocational training.

A Steering Committee was recently appointed by the cabinet, comprising of 10 people from PSF, the RDB’s tourism office, and the Ministry of Trade and Industry to spearhead the campaign.

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