Great service doesn’t always require big budgets or massive overhauls. Sometimes, the difference between an average customer experience and an unforgettable one comes down to small, deliberate actions that cost little but deliver big results. In my eight months in Rwanda, I’ve seen businesses with beautiful spaces and promising products lose opportunities simply because service fell short. Guests waited endlessly with no updates, sales opportunities were missed because no one offered add-ons, and customer concerns were handled with silence instead of empathy. ALSO READ: Rwanda’s travel, tourism sector ‘broke all records’ in 2024, says global tourism body The good news is that change is possible, and it doesn’t need to be complicated. The first and most important step is mastering the art of first impressions. Whether it’s a guest walking into a hotel lobby, a parent rushing to a clinic, or a customer calling a helpdesk, the first few minutes matter. Customer service expert Shep Hyken calls this a Moment of Truth – every point of contact where customers form an opinion about your business. When people are greeted promptly, offered a smile, and informed of what to expect, they immediately feel valued. A simple “Welcome, we’re glad you’re here. Your table will be ready in 10 minutes; can I offer you some water while you wait?” can transform an otherwise frustrating moment into a positive memory. ALSO READ: Rwanda's services sector leads in job creation — survey The second step is consistent communication. One recurring frustration I’ve observed is silence. Guests wait for food, results, or assistance, without updates. They become frustrated not because of the delay itself, but because no one explained what was happening. Keeping customers informed at every step, even when things go wrong, shows respect for their time and builds trust. Each update, no matter how small, becomes another Moment of Truth—one that can either reassure the customer or damage the relationship. A third win is learning to anticipate needs before customers ask. Great service feels almost magical because needs are met before they are voiced. Offering small snacks to hungry children waiting for food, providing water in a clinic waiting area, or asking if a guest would like another drink before the glass is empty are all simple gestures. These not only demonstrate care but also often lead to increased sales. People naturally spend more when they feel understood and cared for. Of course, mistakes will always happen. Orders get mixed up, systems fail, and expectations sometimes fall short. What separates great businesses from average ones is how they handle these moments. Instead of a robotic “sorry,” staff should acknowledge the inconvenience, apologize sincerely, and offer an alternative. Saying, “I’m so sorry about the delay. Here’s a complimentary starter while we prepare your meal. We’ll prioritize your order so it comes out as quickly as possible,” can turn a negative experience into a loyalty-building one. These are powerful Moments of Truth because they show customers that while mistakes happen, care and solutions matter most. Finally, every interaction should close on a high note. The last impression lingers as much as the first. Thanking a customer sincerely, asking if there’s anything else they need before leaving, and inviting them to return creates a lasting sense of connection. A warm goodbye is the final Moment of Truth that ensures people walk away with a good memory, regardless of what came before. Hyken often says that customer service is nothing more than a series of Moments of Truth. Every touchpoint, big or small, is a chance to either win the customer over or lose them forever. Improving service doesn’t always mean redesigning systems or hiring more staff. It begins with mindset and habits. When businesses consistently deliver small moments of care, customers notice and they come back. In Rwanda, where tourism, hospitality, and service sectors are growing rapidly, these quick wins can set businesses apart. A warm greeting, proactive communication, empathy during challenges, and thoughtful closings all add up to a powerful competitive advantage. Customers may forget what you said, but they will never forget how you made them feel at every Moment of Truth. The author is a certified hospitality trainer.
