The Extra Mile: Leveraging small acts and data-driven insights to enhance customer experience

What the report says

The Observer published a viewpoint piece about customer service culture during Customer Service Month, focusing on how small, consistent actions and better use of data can improve the experience for customers and citizens. The article argues that recognition efforts in October should not end with celebrations, but should translate into everyday service habits that make people feel heard, informed and respected.

The writer, identified as the manager for customer experience at Uganda Development Bank, says public institutions in particular face high expectations because people often approach them with urgent personal or business needs. The piece highlights practical service behaviors such as clear explanations, timely updates, accurate file handling and follow-through across departments, noting that weak internal processes can directly affect the public.

It also points to technology and feedback systems as tools for improving service delivery. Examples mentioned include text updates, online status pages and regular customer surveys to identify service gaps and guide improvements. The article cites a 2026 Genesys survey to support the broader point that customers increasingly expect public and private organizations to match the best service they have experienced elsewhere.

Overall, the piece argues that good customer experience is not mainly about slogans or special events, but about reliable everyday service, informed by evidence and designed around the customer’s perspective.