When customer service feels like surveillance

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OPINION

By Anthea Turwomwe Mascot

There’s a fine, almost invisible line between customer service and what can feel like low-level stalking — especially in Uganda’s supermarkets and restaurants.

For some of us, shopping is a form of therapy. We leave our homes not just to refill fridges or cupboards, but to pause, to think, to wander down aisles as we reconnect with ourselves. So, it is jarring when a shop attendant starts trailing you — sometimes just a step behind — as though you’re under investigation rather than shopping. They don’t greet you. They don’t ask how they can help. They just follow. Silently. In these moments, what is meant to be a therapeutic act begins to feel like theft prevention theatre. You shift from a valued customer to a suspect under silent observation.

In many local supermarkets across Uganda, this approach is normalised. The line staff are told to “keep an eye” on people. But is this really service? Or are we creating spaces that feel hostile and unwelcoming under the guise of vigilance?

Dining experiences tell a similar story. You gather with family for a long-awaited meal. You’ve barely begun your conversation when you realise the waiter is standing nearby, eyes fixed on your table. They are close enough to hear every word. Not because they have been called over. Not because you look confused or in need of assistance. But because, again, this is what some have been taught is good service: be seen, be near. Yet what could be more uncomfortable than being watched as you eat, talk, or parent?

This version of customer service is not only outdated — it is damaging. It denies customers the right to a dignified, relaxed experience. It creates barriers where bridges should be. In most international retail and hospitality standards, good service means being available without being intrusive.

Staff are trained to approach with purpose, to engage with warmth and to withdraw respectfully when the customer declines assistance. At establishments like Quality Supermarket or more upscale restaurants like Cafe Javas or The Choate we begin to see glimpses of this balance. Staff check in with a polite “Can I help you with anything?” then disappear into the background if the answer is no. They observe from afar, stepping in only when invited.

What is missing in many service interactions in Uganda is empathy-driven training. Employees are taught systems, not senses. They know how to fold napkins or stock shelves, but not how to read a customer’s mood or body language. They aren’t empowered to make people feel seen and free. And in a society that increasingly values privacy, mental wellness and quiet moments, that is a major gap.

The solution isn’t complicated. Staff should be trained to welcome customers genuinely, offer help once and then give them space. Surveillance, where necessary, should be discreet — better left to technology or loss prevention professionals than being placed on the shoulders of general attendants.

Wait staff should learn the art of the well-timed check-in, not the suffocating standby. And above all, business owners and managers must begin to listen — to truly seek feedback from customers about how service feels, not just how it performs on paper.

Customer service should never feel like a security checkpoint. It should feel like hospitality — generous, thoughtful, and light handed. We don’t need to be watched to feel valued. Sometimes, the best way to serve a customer is to step back, trust them and let them enjoy their moment — whether it is a quiet stroll among the groceries or a laugh-filled meal with family. Good service respects the customer’s presence without ever overwhelming it.

The writer is the treasurer, Public Relations Association of Uganda