Staff of the Ministry of Defense and the Rwanda Defense Forces completed a customer care training program last week.

While Rwanda has been focusing on improving customer care countrywide, the mentality is that customer care mainly concerns businesses whose objective is to maximize profits.

However, institutions, both public and private, should put customer care at the forefront, as long as they interact with the public. It is important to note that an institution enjoys a positive image if it conducts its business professionally, in relation to the public it deals with.

There is a tendency to underrate the importance of customer care. It is not rare to find citizens lining up at public offices either for documents or seeking other legitimate services.

They are sometimes treated as if what they are there to seek favors. Such conduct is not good for business and it encourages corruption.

Now that consulting companies and experts are available, businesses in the country should take advantage and train their staff in customer care as this is key to professionalization.

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