From customer service to experience: Lessons from boda bodas & market vendors

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OPINION

By Dr Dorothy Kyeyune

I walk into Kyanja Market on a Thursday evening after work. I'm exhausted; I just need to purchase home supplies and go.

I approach Mama Sarah’s stall. She’s surrounded by the same onions, carrots, green paper, Irish potatoes, smoked fish and other foodstuffs that nearby vendors sale. But the moment she spots me, she stops sorting the beans, her eyes crinkle, and she smiles.

"Welcome back, my dear! You look exhausted," she says, her voice warm. "Thank you so much for buying from me."

I inform her of what I need carrots, green paper, a bunch of yellow bananas, Irish potatoes, coriander, avocado, pineapples, mangoes, beetroot and cabbage. She quickly loads buveera (polythene bags) with the goods.  

As she hands me the bags, she tucks in a little pile of fresh dodo (amaranth leaves). It’s enyongeza (a bonus). It's a tiny gesture, but it instantly melts my fatigue. "Here is a little gift for your loyalty," she says simply.  

Then she gestures to the heavy bags. "Don't worry about carrying the buveera, I will take them to the car for you. Go home and rest."

In that moment, I’m not just a sale at 6:30 pm; I'm a valued person she cares about. She hasn't sold me produce; she’s sold me community and comfort.

Then, there is Ronald, a boda boda motorcyclist. Ronald is not just a transport service; he is our family logistics manager.

He’s that motorcycle gentleman who is reliable, who can navigate the city at supersonic speed to deliver what one of us might have forgotten at home. He at times does our home shopping when we give him a list, and once he understands what needs to be shopped, he aces it.

He works as the conduit with our tailor, picking up medicine from the pharmacy, and even reminds one of us of a purchase we need to do. I also know he picks and drops children to and from school for our neighbour.  

He was present during a family bereavement, running errands for no pay, connecting the dots, and doing the purchase without question. He is the boda boda man whom you just need to make a phone call to, and he is fine with being paid later. He delivers an experience that supports our entire life.

The formal sector disconnect

Why are the market vendors and the boda boda motorcyclists seemingly experts in customer connection? They know their competitor is standing right next to them, selling the same carrots or offering the same ride. They understand their real advantage is the human relationship.

Yet, in our corporate offices, we often forget this. We get stuck in rules and processes, treating customers like numbers on a screen.  

This October, with Customer Experience Day on 7th and Customer Service Week happening 6th 10th, our "Mission Possible" should be to inject this human warmth into our business processes. The informal sector, which drives over 80% of employment in Sub-Saharan Africa, shows us the blueprint for success.

To move from transactional service to experience, we must embrace these 6 lessons from the market:

1. The Power of Enyongeza: Offer a small, unexpected bonus to show instant gratitude. This elevates a routine transaction to a memorable experience.
2. Extend Real Trust: Giving credit or saying "pay me later" creates an emotional bond stronger than any contract. It shows you trust the person, not just their wallet.
3. Foresight Solves Problems: Don't just follow instructions; look ahead and pre-solve the customer's next problem. This means anticipating friction points and removing them before the client notices.
4. Practice Spoken Appreciation: Use genuine courtesy and warmth. Make "Thank you so much" a spoken rule that is felt, not just a formality.
5. Be the Differentiator: The products are identical everywhere. Your core competitive advantage is the relationship you build. They buy you.
6. Invest in the Customer’s Life: The willingness to help with a personal or family problem for no charge shows you are invested in their well-being, not just profit.

If we don't treat our customers with this deep human value, they will always find the reliability, warmth, and genuine experience they crave somewhere else.

The writer is a customer experience expert and CEO Mwoyo Experience