daniel chigunwe
Tariro Manamike
This past week, I embarked on a series of errands, hopping from one retail outlet to another in search of various items.
A long the way, I encountered a fascinating mix of individuals whose attitudes taught me more about customer service than any workshop or textbook ever could.
These encounters inspired this week’s article. Now, I know the topic of attitude and its impact on business isn’t new. Many have written about it, but a refresher — especially with real-life examples — never hurts.
Human behaviour fascinates me. We are all so different, yet when it comes to business, our goals are universally aligned: make the sale and keep the customer coming back. But here’s the kicker — what if we’re getting it all wrong?
Allow me to introduce the players in this week’s story.
- Ba Faith, the helpful hustler
My first stop was Mbare Market, where I met Ba Faith, a vendor with a gift for sales. His voice carried through the bustling market as he enthusiastically recommended products, from the freshest beans to the ripest tomatoes. He even took the time to test some beans in front of me, proving their quality and building trust in his recommendations.
When his load became visibly overwhelming, I offered to carry some of my items. His reaction? Offence. He quickly explained that his job was to provide a full service, and carrying my goods was part of that. By offering to help, he felt I was questioning his ability to do his job. He insisted I let him carry the items and, before I left, made sure to give me his number. “Next time you’re in the area, just call me,” he said.
Lesson: Ba Faith’s pride in his service teaches us about owning your role. He wasn’t just selling produce; he was creating a full-service experience. In business, confidence in your ability builds customer trust. Moreover, he demonstrated proactive relationship-building by ensuring I had a way to reach him directly for future purchases.
- Ru, the ray of sunshine at the tuckshop
At a tuckshop, I met Ru, a young woman whose energy was as infectious as her smile. Before I could even settle into the line, she waved me over. “Akoma, come this side,” she said warmly, using a term of respect that translates to “big sister”.
Ru’s attention to detail was remarkable. She not only listened attentively as I placed my order but also confirmed it, ensuring accuracy. Her cheerful demeanour and willingness to go the extra mile turned what could have been an ordinary transaction into a delightful experience.
Lesson: Ru exemplifies the power of positive energy and attentiveness. A simple smile can set the tone for the entire customer experience, while attention to detail reassures customers that their needs are valued. Small touches like these can make all the difference in fostering loyalty.
- Vimbai, the over familiar office assistant
At another stop, I visited an office to pick up my spectacles. Vimbai, the office assistant, greeted me with a smile, but her choice of words caught me off guard. “Mother,” she said, addressing me repeatedly as if I was significantly older than her.
At first, I let it slide, thinking it was a slip. But the more she said it, the more uncomfortable I became. Eventually, I asked her why she kept calling me that, considering I was only a few years older than her. She shrugged, unbothered, as if professionalism was optional.
Lesson: Vimbai’s approach highlights the importance of etiquette and respect in communication. In professional settings, how you address customers matters. Terms of endearment or overly familiar language may work in informal spaces but can come across as inappropriate or disrespectful in formal environments.
- The “Not my area” girl
My final encounter was at a retail store where I asked a young woman about prices. Her response? “I don’t know, it’s not my area,” she said dismissively, walking away mid-conversation to chat with her peers.
I stood there, dumbfounded. She made no effort to assist me or direct me to someone who could help.
Lesson: This young woman embodies the damaging effects of indifference. A “not my problem” attitude in business is a customer service disaster. Every interaction with a customer is an opportunity to build trust and loyalty. Passing the buck — or worse, ignoring customers — only drives them to your competitors.
What large retailers can learn from informal businesses
At first glance, it may seem that these encounters, scattered across informal settings like markets and tuckshops, have little to do with larger retail operations.
But here’s the thing: these small, informal businesses are doing something that big retailers often miss — they’re leveraging personal connection and proactive customer service to drive loyalty.
Large retailers have staff development budgets, training programmes, and corporate structures, yet they often fail to deliver the level of service seen in these smaller settings.
What can they learn?
- Personalised service: Ba Faith didn’t just sell me beans; he sold me trust and care. Large retailers should train their staff to view each customer interaction as an opportunity to build a relationship, not just complete a transaction.
- Attitude is everything: Ru’s sunny disposition turned a simple visit to the tuckshop into a memorable experience. Retail staff should be encouraged to bring positive energy into their interactions —smiles, warm greetings, and attentiveness cost nothing but can transform the customer experience.
- Empower staff to own the experience: The “Not my area” girl is a cautionary tale. Retailers need to empower their employees to take ownership of customer concerns. Even if they don’t have the answer, they should know how to find it.
- Context-sensitive communication: Vimbai’s over-familiar language was inappropriate in a professional setting. Training on communication and etiquette is crucial to ensure that staff understand how to address customers respectfully and professionally.
In business, attitude isn’t just a soft skill; it’s a competitive advantage. Large retailers would do well to look beyond their polished training manuals and learn from the unscripted yet effective approaches of small, informal businesses.
Whether you’re selling beans at the market or managing a high-end retail store, attitude can be the difference between a one-time sale and a lifelong customer. After all, a customer who feels valued is a customer who returns — and that’s a bottom line we can all agree on.
Let’s get it right.
Tariro Manamike is a seasoned media and public relations professional with over a decade of experience in broadcast journalism and strategic communication. She is passionate about human-centred design, business communication, and their impact on the bottom line. Tariro writes in her personal capacity and can be reached at [email protected]
Bongani Ndlovu