Some of the most memorable service experiences aren’t about grand gestures or expensive upgrades, they come from the simple act of being cared for before you even ask. This is the essence of anticipating needs, the quiet magic that transforms ordinary service into something unforgettable.

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I still remember taking my young son to a photo studio in Kigali for professional headshots and picking up a large frame for our home. After the shoot, I was juggling my bag, the oversized frame, and my son as we prepared to leave. Just as I reached the door, one of the staff rushed forward to help me with the frame. I insisted I was fine and even explained that my car was parked not far away, but he insisted on helping and carried the frame out. I didn’t need the help, but the fact that he noticed and acted spoke volumes. He anticipated a moment of struggle and made the ordinary feel extraordinary.

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On the other hand, I’ve also felt the frustration of the opposite. My family once called ahead to a restaurant, explaining we were coming with children and wanted our food served immediately. When we arrived, the staff seemed unaware of the call. They debated among themselves about who had answered, and eventually a waiter told us the food would be ready in "a few minutes.” Those few minutes stretched into an hour. No one offered snacks to the children. No one checked if we wanted more drinks after the first round. Our expectations weren’t managed, and the opportunity to transform a stressful wait into a smooth experience was lost. Instead of feeling cared for, we felt ignored and as though we didn’t matter.

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In my work with hospitality and tourism businesses, I see these missed opportunities often. Anticipating needs starts with knowing your customer. If it’s a family, how do you make the children feel welcomed? If it’s elderly guests, are you assigning them rooms closer to the lobby? On the dining table, when someone orders fries, shouldn’t salt, pepper, and ketchup, be there without prompting? When guests arrive, should they be left to search for a seat when a warm welcome and immediate guidance could set the right tone? Anticipation reduces friction and prevents small irritations from becoming complaints.

The impact goes far beyond comfort. When staff anticipate needs, they prevent confrontation, avoid missed opportunities, and streamline operations. By recognizing patterns and addressing them before guests raise concerns, they create smoother experiences that build trust. Guests leave satisfied, share their positive memories, and return or recommend the business to others. Anticipation, in short, is not just about service; it is about revenue, loyalty, and reputation.

What’s more, this approach doesn’t require huge budgets, it starts with mindset and habits. Teams can hold morning briefings to discuss who is expected in, what challenges came up yesterday, and how to avoid them today. Staff should feel empowered to solve problems immediately and communicate proactively. If a menu item is unavailable, say so upfront and offer an appealing alternative. If you know a guest commonly orders steak, let them know as soon as they arrive if it isn’t available rather than disappoint them later.

Ultimately, every service provider needs to put their best foot forward. Ask yourself: How will I make this experience memorable? How do I want to be remembered for my service standards? Hold yourself accountable to always do your best. It shouldn’t matter who is watching, because your next opportunity might come from the very person you’re serving today. These small actions cost nothing, but they show attentiveness and build trust.

To me, anticipation is the hallmark of excellent service because it demonstrates empathy. It says, "I see you, I understand you, and I’m looking out for you.” It transforms service from reactive to proactive. It prevents frustration and replaces it with delight.

In Rwanda, where tourism and hospitality are growing rapidly, adopting this mindset could be transformative.

The country’s infrastructure and organization already set it apart. Imagine the reputation Rwanda could build if visitors not only admired its beauty but also returned home telling stories of the warmth and care they experienced.

Rwanda has the potential not just to be known for its breathtaking landscapes and safety, but for the way it makes people feel. If anticipating needs became the norm, we would see fewer complaints, more referrals, and stronger loyalty. Each small act of care would echo beyond one guest, influencing how they talk about Rwanda to the world. In an industry where word-of-mouth is invaluable, that is a competitive edge no marketing budget can buy.

Customers may forget what was said or done but they will never forget how it felt to be understood without having to ask. That is the quiet magic of anticipation. And it is the standard Rwanda must embrace to lead in service excellence.

The author is a certified hospitality trainer.