I’ve had the privilege of penning over 11 insightful articles on branding for The Weekly Capital, covering topics like ‘The Misconceptions About Branding,’ ‘The Basics of Successful Branding,’ ‘Why Brands Matter,’ ‘Can Anything Be Branded?’ ‘How to Choose the Right Logo for Your Business and Amplifying Brands: The Power of the Right Brand Ambassador,’ to name just a few. In this article, however, I’m stepping away from the branding world to dive into the heart of every organization’s success: the customer.
Ethiopia is a nation with a long and rich cultural history, and one of the most notable aspects of this culture is the renowned hospitality of its people. Ethiopians are celebrated for their warmth, generosity, and willingness to go out of their way to make guests feel welcome in their homes. Whether in rural villages or urban centers, the spirit of hospitality is woven into the very fabric of everyday life. When a guest arrives at an Ethiopian home, it is customary to offer food, drink, and company, with the aim of making them feel comfortable and valued. This hospitality is not limited to the home, as it often extends to social gatherings, religious ceremonies, and cultural festivities, where the act of welcoming others is at the heart of Ethiopian social traditions.
However, there is a noticeable contrast when one steps into the realm of business. The level of service and the attitude towards customers in many locally owned businesses or government organizations in Ethiopia often falls short of the hospitality observed in personal settings. Employees in these environments are sometimes indifferent, distracted, or not genuinely interested in providing a pleasant customer experience. This discrepancy represents a missed opportunity. If Ethiopian businesses can learn to take the same warmth and attentiveness they show in their personal lives and apply it to their customer interactions, they could unlock a powerful competitive advantage. Creating an environment where hospitality is integrated into business practice would set Ethiopian companies apart from others, create loyal customers, and help them compete effectively in both local and global markets.
Hospitality in the Home vs. Business Settings
Ethiopian hospitality is ingrained in the culture and seen as a duty, a way to honor others and build positive relationships. When people visit an Ethiopian household, they are treated with the utmost respect and care. Whether it’s offering a cup of coffee, food, or a place to sit, hosts go above and beyond to make their guests feel comfortable, often treating them like family. This behavior is part of the broader Ethiopian worldview, where kindness and generosity are seen as fundamental values. It’s a ritual that’s embedded in the daily rhythm of Ethiopian life, and it’s something that many Ethiopians are immensely proud of.
Yet, the business environment presents a stark contrast. Too often, customers in Ethiopia encounter a cold, transactional service experience. Whether in a retail store, a bank, or a government office, the focus tends to be on completing the transaction as quickly as possible, with little regard for building a relationship with the customer. Employees in these settings may not take the time to acknowledge customers warmly, nor do they actively engage in creating a welcoming environment. This gap between the cultural norm of hospitality at home and the business setting is something that needs to be addressed. When Ethiopian businesses embrace the values of hospitality in the workplace, it can significantly enhance the customer experience. Customers who feel valued and respected are more likely to return, and they are also more likely to share their positive experiences with others. The businesses that adopt this mindset will stand out in the market, cultivate customer loyalty, and foster an atmosphere of trust and satisfaction.
The Importance of Customer Satisfaction for Business Growth
Customer satisfaction is one of the most critical elements of any successful business strategy. In today’s competitive global market, customer satisfaction is no longer just a “nice-to-have”—it is an absolute necessity for growth and survival. Research consistently shows that businesses with a strong focus on customer service experience higher customer retention, more frequent repeat business, and stronger recommendations from existing customers. This leads to long-term success and contributes to a positive reputation that can drive both brand loyalty and market share.
In my books, Make a Difference with Customer Service and ደንበኛ ይቅደም/Customer First, I explore the critical role customer service plays in determining the success of an organization. When companies invest in delivering high-quality service and making customers feel valued, they build a strong, lasting bond with their clientele. This bond results in repeat business, referrals, and increased customer lifetime value. Moreover, in today’s increasingly customer-driven global economy, businesses that fail to prioritize customer satisfaction are likely to be left behind. Companies that excel in customer service have a unique opportunity to differentiate themselves in the marketplace, thereby attracting and retaining customers even in the face of fierce competition. For locally owned Ethiopian businesses, this presents an incredible opportunity to thrive, especially if they can weave the core value of hospitality into their customer service practices.
Building Customer-Centric Businesses
The foundation of a successful business lies not only in the quality of its products or services but also in the experience it offers its customers. In today’s business environment, customers are looking for more than just a transaction—they seek a relationship with the brands they interact with. A business that prioritizes customer satisfaction fosters a positive relationship with its clients, which in turn translates into customer loyalty. Satisfied customers will return for additional purchases, recommend the business to others, and often become a company’s most effective promoters. Word-of-mouth referrals are one of the most powerful forms of marketing, and they can provide a significant boost to a business’s reputation and bottom line.
However, customer satisfaction is not something that happens by accident. It must be intentional, consistent, and integrated into the DNA of the organization. This requires a shift in mindset, starting from the top of the company and permeating throughout the entire workforce. The company’s leadership must recognize the importance of customer service and make it a key part of the company’s strategy. Customer service should not be an afterthought or an isolated department but should be central to the business’s core values. Every interaction with customers, whether in-person, online, or over the phone, should reflect the business’s commitment to putting customers first. Leadership must also ensure that customer service is regularly discussed in management meetings, that employees are held accountable for their performance, and that continuous improvement is part of the organizational culture. By making customer service a key agenda item, businesses can help ensure that employees are motivated, engaged, and aligned with the company’s mission to satisfy customers.
Hiring the Right People for Customer Service Excellence
One of the most critical elements in building a customer-focused organization is hiring the right people. Customer service starts with the employees, and their attitudes, behaviors, and skills directly affect the overall customer experience. The right employees can make a huge difference in how customers perceive a company. A person with a positive, proactive attitude will go above and beyond to meet the needs of customers, offering solutions, and demonstrating a genuine interest in the customer’s experience. Conversely, employees with a poor attitude or lack of customer service skills can have a detrimental effect on a business’s reputation.
The hiring process is crucial. Companies should focus on hiring individuals who possess not only the required technical skills but also a customer-first attitude. This means looking for candidates who are empathetic, communicative, and solution-oriented. Once the right people are hired, it is essential to continue investing in their development. Ongoing training is vital for keeping employees engaged and updated on best practices in customer service. Regular training sessions, workshops, and feedback loops are essential in maintaining a high standard of customer service across all areas of the organization. Furthermore, it is important to recognize and reward employees who excel in customer service, as this reinforces the behaviors that lead to customer satisfaction.
By hiring the right people and providing them with the tools and training they need to succeed, businesses can create a team that is equipped to deliver exceptional customer service. This, in turn, leads to happier customers, increased customer loyalty, and ultimately, long-term business success
We’d love to hear your thoughts on Ethiopia’s hospitality culture and the lack of customer service in many local companies. Share your feedback with us via email at info@hayasebat.com or give us a call at +251 988 272 327.
Aschalew Tamiru is the founder and CEO of HayaSebat Marketing and Branding PLC. With extensive experience in senior management roles across various companies, he has made significant contributions to the industry. Aschalew is also a producer and host of popular business radio and TV shows. He is the author of two books: Make a Difference with Customer Service and Denbegna Yikidem (in Amharic). A certified Management Consultant, he is passionate about empowering businesses and individuals to achieve success.
