Dear Entrepreneurs,
If you have ever walked into a butchery in Harare, a hardware store in Bulawayo, or a restaurant in Mutare, you may have noticed something disturbing. Instead of a cashier greeting you with energy, they are scrolling through WhatsApp. Instead of a waiter paying attention to your order, they are busy on TikTok.
Instead of a receptionist welcoming you warmly, they are typing a message that has nothing to do with your business. The result? Customers feel invisible, neglected, and irritated. Many vow never to return. And yet, these same businesses wonder why repeat customers are disappearing.
Why Service Abroad Feels Better
When Zimbabweans travel abroad, one of the first things they notice is the difference in customer service. In developed countries, service feels like a five-star hotel, even in ordinary shops. Staff are attentive, polite, and focused. What is the secret? It is not just training. It is discipline. In many places, personal phones are banned during working hours, except for breaks. Staff are trained and reminded that during working hours, the customer in front of them comes first.
The Silent Killer of Business
In Zimbabwe, the personal phone has become one of the biggest silent killers of customer service. It may seem harmless, but every time a customer feels they are competing with a phone for attention, you lose something far greater than airtime—you lose trust, reputation, and revenue.
Consider this: one unhappy customer tells ten people about their experience. In the age of social media, a single post about poor service can reach thousands. Your staff member may think they are just replying to a message, but that single moment of distraction could cost your business the next big client.
The Hidden Cost of Distraction
A distracted employee is not just slow—they make mistakes. Orders are mixed up, payments are processed incorrectly, and stock is miscounted. Each mistake costs money and chips away at your credibility. Worse still, customers begin to associate your brand with frustration. And once that association sticks, no amount of advertising can fix it.
Imagine spending thousands on marketing only for a customer to walk away because your cashier ignored them to chat with a friend. This is not just bad service—it is self-sabotage.
The Role of the Entrepreneur
As an entrepreneur, the responsibility rests with you. Staff behavior reflects leadership priorities. If you allow personal phones on the shop floor, you are silently communicating that scrolling on WhatsApp is just as important as serving the customer. If you shrug off poor service, you are telling your team that excellence is optional.
You cannot complain about losing customers if you are unwilling to set standards. Policies must be clear: when staff are on duty, they are there to serve. Personal phones should be put away until break times. Exceptions should only apply in true emergencies.
Practical Strategies to Implement
1. Introduce a phone policy. Make it clear that personal phone use during work hours is not allowed unless on break. Provide a designated area for phones so that staff are not tempted to sneak peeks.
2. Enforce the standard at all levels. Rules must apply to everyone—from the manager to the cleaner. When junior staff see that supervisors also respect phone policies and prioritize customer service, they take the rules seriously. Inconsistency breeds resentment and undermines authority.
3. Train and retrain. Customer service is not a one-time training topic. Remind your staff regularly why attentiveness matters and how it impacts business survival.
4. Reward excellence. Publicly praise and reward staff who consistently give excellent customer service. Recognition motivates others to follow.
5. Address violations firmly. If staff continue to prioritize their phones over customers, apply consequences consistently. Lax enforcement undermines the policy.
The Competitive Advantage
In Zimbabwe, where many businesses offer similar products and prices, customer service often becomes the only real differentiator. Imagine your shop being the one place where customers are greeted warmly, served quickly, and treated with full attention. That reputation alone will attract more customers than any discount campaign.
Ironically, banning phones at work could become the cheapest marketing strategy you ever implement. Word of mouth spreads fast, and people remember how they were treated more than the price they paid.
A Final Word to Entrepreneurs
Your staff are the face of your brand. When they choose phones over customers, your business loses twice: first in immediate sales, and second in long-term reputation. Do not let personal phones destroy what you are working so hard to build. Set the standard. Enforce the rules. Protect your brand.
Customers are not just buying products; they are buying experiences. Make sure those experiences are not interrupted by ringtones, selfies, or WhatsApp chats. Service first, phones later—that is the discipline that will separate thriving businesses from those that slowly fade away.
With respect for your business growth,
ZimLedger Admin
ZimLedger
ZimLedger is the all in one business and finance platform for Zimbabwe. It generates quotes, invoices, payslips and financial statements, manages business ledgers, tracks income and expenses, and builds shopping lists. ZimLedger offers a simple yet powerful solution tailored to local needs. Whether you are budgeting in ZiG or USD, managing business accounts, converting Ecocash statements, or tracking household expenses, ZimLedger empowers you to stay organised, make informed financial decisions, and grow your wealth—right from your phone or computer.
