Dear Service Provider,

Let me speak to you directly, because this is too important to ignore. Communication is not a soft skill. It is the heartbeat of customer care. It can win you loyalty or lose you trust. It can calm a frustrated guest or push them away forever. It can even protect lives.

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Not long ago, I came to a bank to open an account. In my mind, the whole process would take an hour. Instead, it took five. Why? Not because of paperwork or long queues, those I could accept, but because no one communicated. There was no one to guide customers, no clear explanation for repeated forms, no transparency when errors happened, and no follow-up when promises were made. Silence, vague answers, and "that’s just how it is” were the only things communicated. That silence cost you my confidence.

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This is a reminder that customers don’t just experience your products or services, they experience how you explain, how you update, and how you respond. Five hours could have been forgiven if the communication was clear and respectful. But silence and indifference turn inconvenience into deep frustration.

Another time, I went to a seafood restaurant with friends. I made it crystal clear: I am allergic to seafood. Please make sure my food does not come into contact with it. That night, I ended up in the hospital. Why? Because the kitchen assumed cooking my chicken in the same oil as seafood wouldn’t matter. That careless assumption could have been fatal.

This is the danger of poor communication. Assumptions are not communication. Dismissing concerns is not communication. Had someone clarified, repeated my request back to me, and reassured me of the process, the outcome would have been different.

But I’ve also seen what good communication looks like. At a medical facility in Nyarutarama, the staff impressed me at every stage. From the moment I booked my appointment, I received updates and reminders. On arrival, I was greeted warmly and informed about when the doctor would be available. During lab tests, staff explained what they were doing and why. Afterwards, there was even a follow-up call to check on my progress. Every word, every gesture, every update, built trust. I left feeling cared for, respected, and safe.

So, here is my plea to you: stop assuming. Start listening. And not just with your ears; listen with your whole body. Face the customer, keep an open mind, mind your posture, and watch your tone. Body language often speaks louder than words. Repeat what you’ve heard, paraphrase, and clarify. There is no shame in asking questions; as the Kiswahili saying goes, "Kuuliza si ujinga”—asking is not foolishness. In fact, it is wisdom.

Communication is not a side skill. It is the foundation of every human relationship, marriages, friendships, workplaces, and yes, customer care. If you want to invest in yourself or your team, start here. Words, tone, and presence can heal or harm, build or break.

If communication becomes a true priority in Rwanda’s service industries, we will see fewer complaints, smoother processes, stronger trust, and more returning customers. Guests will feel understood, staff will feel empowered, and businesses will thrive.

And leaders, this is especially your role.

If you model openness, feedback, and clarity, your teams will follow. A culture of communication always begins at the top. As John Maxwell reminds us, "Everything rises and falls on leadership.” When leaders communicate with empathy and transparency, they set the tone for the entire customer experience.

Dear Service Provider, mistakes are human, but silence, assumptions, and arrogance are choices.

Customers may forgive errors, but they rarely forgive poor communication. Choose your words with care, because trust is the real currency of success in customer care.

Sincerely,

Laura Minde

On behalf of past, present and future customers.

The author is a certified hospitality trainer.