RWANDAIR CELEBRATING 10 YEARS IN SERVICE - The ServiceMag
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www.theservicemag.com
NEW
YOUTH
TALK
RWANDAIR MON RÊVE DE QUALITÉ EN AFRIQUE
CELEBRATING SHIFTING THE FOCUS ON THE CUSTOMER
10 YEARS IN SERVICE UMUKIRIYA NI WE UTUMA HABAHO
IGIKORWA CYO GUHAHA
FOCUS: Women in Agribusiness - Exclusive interview with Ambasador
Leoni Cuelenaere of the Kingdom of the Netherlands in Rwanda
The SERVICEMAG Mar - May 2013 1
CONTENTS 8
10
50 14
FEATURES FOR YOU MANAGER
8. Shifting the focus on the Customer 38. C’est trop cher!’; Comment résoudre
10. Deux entreprises dans une seule, cette objection ?
résoudre la communication interne 40. Ntugategereze ko umwaka urangira
12. The power of optimism kugira ngo ushimire abakozi bawe
14. Mon rêve de qualité en Afrique 41. Coin ‘’Enfants’’ ; le plus qui fait la
16. Dutangiye umwaka mushya différence
18
n’imigambi twari dusanganywe?
20. Umukiriya ni we utuma habaho HAVE YOUR SAY
igikorwa cyo guhaha 42. Ever travelled by air and arrived
22. Why companies should handle Social without your bags?
Media like dating and relationships 44. Tolerance to bad service kills good
customer service.
ICT
26. ICTs are more than just computers ADVERTORIALS
and Internet 7. BPR Call Center
8. RSSB takes the ideals of QUALITY
MEDICAL INSURANCE SERVICES to
COVER STORY
32
the next level.
28. RWANDAIR: celebrating 10 years
PLUS
FOCUS YOUR WELL BEING MATTERS
32. Women in agriculture ASK OUR LAWYERS
33. Q&A with Ambassador Leoni WHERE WE HAVE BEEN
Cuelenaere Embassy of the PICTORIALS
Kingdom of the Netherlands OUR FORUM DISCUSSIONS
36. Profile: Aurore Umubyei pursueing an CARTOON
agri-business career Inspite the AT YOUR SERVICE
gender-gap
2 The SERVICEMAG Mar - May 2013
26 The SERVICEMAG Mar - May 2013 3
PUBLISHER’S NOTE
WHAT DOESN’T KILL
YOU MAKES YOU A Publisher
Sandra Idossou
STRONGER sidossou@theservicemag.com
Managing Editor
ENTREPRENEUR? Mimi Frank
mimi@theservicemag.com
We
English Editors
live in a world where we David Kezio Musoke - david@theservicemag.com
Aryantungyisa Otiti - aryantu@theservicemag.com
are constantly told that
nothing is easy and that Kinyarwanda Editor
Gaspard Habarurema
when life takes us through tough and gaspard@theservicemag.com
challenging moments, we should never
discourage because at the end of the tun- French Editor
Diana Ramarohetra
nel, there is always light. diana@theservicemag.com
Marketing Consultants
But what we are not always told is the length of that tunnel. We are also not told that Bea Umwiza
not everybody has the resources to go through that tunnel. Some break down right at bea@theservicemag.com
+250 788 304 226
the beginning of hardship, others at the middle because they fail to see the end. But
the majority breaks down just almost at the finishing line because instead of fixing Eva Gara
their eyes on the end result, they rather waste their time and energy reviewing the eva@theservicemag.com
+250 782 029 803
journey and wondering if the journey is worth the hassle.
Design & Layout
C
Ol wonders Ltd
Hold on my friend, you are almost there…don’t give up yet. In my personal and pro- hwatta@olwonders.com
M
fessional lives, I have almost given up on many aspects but somehow, thanks to the Y
ServiceMag Online Editor
supportive people around me, I am still hanging on. The straw that broke the camel’s Simon Corden CM
back last time was when one of my production staff disappointed again and disap- simon@theservicemag.com
peared for a weekend in Kampala, at the eve of our printing deadline. A colleague Photographers
MY
and i had to drive around town all night searching for an emergency replacement as I Timothy Kisambira CY
cried, yelled, blamed myself for trusting again, (don’t be surprised…entrepreneurs cry photography@theservicemag.com
CMY
when their emotions are tested)…I knew I could never get over this disappointment. Cartoonist
Ndarama Assoumani K
cartoon@theservicemag.com
But after going through that hard experience, I learnt to do things differently. Rather
than breaking down, I have grown stronger. I have learnt that in such challenging Contributors
Robert Nsinga, Jean-Bosco Ndikumana, John Kageche,
moments, your attitude toward circumstances and things outside your control are Tazim Elkington, Martin Kairu, Muthuri Kinyamu, Khen
indicative of your ability to build a thriving business. If you have a negative or defeatist Amooti, David Kezio-Musoke, Gloria Iribagiza, Jean-
disposition, a “can’t do”, “that’s life”, “we are in Africa” attitudes or excuses, then you Pierre Lauzier, Michael Otieno, Eva Gara, Dr. Rachna
Pande, Joe Nsano, Katia Manirakiza, Aryantu Otiti, Anita
are right, you will not make it till the end of the tunnel. Haguma, Diana Ramarohetra, Mimi Frank,
Sandra Idossou.
Entrepreneurship requires a lot of determination and passion. And talking about The following organisations supported us in producing
passion, we are so excited to bring you this first issue of 2013. With new people joining this issue:
our team with great ideas, we are extremely optimistic about this New Year. Diamond
Rwandair, MTN, RDB, RSSB
You can check for instance on our new section targeted at the youth and the dynamic Gold
website with interesting articles every week. We are also happy to feature RwandAir Turkish Airlines, Banque Populaire du Rwanda (BPR)
as our first cover story of 2013…10 years of a dream come true. We feel extremely Ujenge Group, Skol, Akagera Aviation, Kalaos Media,
Serena Hotel.
proud of their achievements and wish their team and passenger greater a milestone.
Silver
Igihe, Drop Water, Ol wonders
For now, sit, relax and enjoy the reading.
Bronze
Carlsberg, Expand, Easy info, Ad Care, Khana Khazana,
The Downtown , Village Weavers
*The opinions, articles and photos in The ServiceMag
and The ServiceMag On-line do not necessarily reflect
those of the editor, publishers or their agents.
KNOWLEDGE IS POWER
4 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 5
WE’VE GOT MAIL ADVERTORIAL
BPR Call Center
Doing ordinary things
WHAT A GREAT MAGAZINE in an extraordinary
Can you believe that I am reading your magazine in Honk Kong?
A colleague was in Rwanda and brought it for us. Our curiosity
IS YOUR MAGAZINE ONLY FOR CEO’S? manner
made us read every single page in English. Now, I feel like I There is no doubt that your magazine is the best in
know better this country that I have been hearing so much about. the whole of the country. But lately, I have realized
Congratulation for this magazine and to the people of Rwanda. that you feature a lot CEO’s on your cover page. I
would like to suggest that you also put on the cover
Kim Shung some of the people on the bottom of hieararchie
because sometimes, they do the greatest job. You
IKINYAMAKURU CYANYU KIRYOHERA ABASOMYI can for instance feature sweepers, security guards,
KURI NJYE N’ABAKOZI BANJYE BIKABA secretaries, accountant etc. Other than this remark,
AKARUSHO you are doing an incredible job in sensitizing for
Nakundaga kugisoma ndi i Cyangugu nkikundira aho improved service delivery in Rwanda.
bavuga ukuntu abakozi n’umuyobozi wabo batanga serivisi
nziza. Nkunze kugisoma kandi nagira ngo mbabwire ngo Utumoni Nicole
mukomereze aho, kandi ndabasaba ko mwatwoherereza Banque Populaire Rwanda (BPR), best • Support marketing activities through forts to listen to customers and treat them
izindi kopi niba bishoboka. Ese ntimwazaza mugashyira known as the People’s Bank, is the largest customer education and handling queries well include conducting customer satisfac-
ibiro bihoraho i Cyangugu kugira ngo nihagira ukenera retail bank in Rwanda with 190 branches about products and services, prices and tion surveys, holding customer forum and
and up to 1.5 million customers. promotions. feedback sessions.
ikinyamakuru ahite akibona hafi.
Nongeye kubashimira kandi muhorane imigisha y’Imana kuri RAJOUTEZ PLUS D’ARTICLES EN
BPR seeks to offer banking services to all • Collect customer feedback and relay it to All these give the customer an opportunity
iki gikorwa cy’indashyikirwa mudukorera cyo kudushishikariza KINYARWANDA Rwandans countrywide and to improve management to facilitate improvements in to appreciate the services they are offered
gutanga serivisi nziza.
Je suis chauffeur et très chanceux de lire ce the lives of the grassroots. Because the products, services and processes and en- but also make comments and suggestions
magazine que mon patron laisse souvent dans customer is of utmost importance to BPR, sure smooth/ successful product launches. on what they do not like or would like
la voiture. Malheureusement, j’ai remarqué the bank offers affordable products tailored to see improved. BPR also pays compli-
UNFPA’S STORY ON GENDER BASED VIOLENCE WAS que de plus en plus, il y a moins d’articles in to meet all customers’ needs and fast and • To support all other functions of the busi- mentary visits to key account holders.
Kinyarwanda. Qu’est ce qui se passe ? parce efficient services from capable and friendly ness by disseminating information to and Customers are also free to make sugges-
VERY INFORMATIVE
que franchement j’apprenais beaucoup par staff. from the customers. tions or comments on service through the
I am part of the people who usually have no exact idea of what ces articles très bien pas seulement pour le suggestion boxes in all locations. These
all the NGOs in our countries really do. I was surprised to read travail mais même pour les personnes que nous The BPR Call Center was established in Call center services are open to both are dealt with to ensure service only gets
how UNFPA is helping our country to fight against gender- sommes. Svp, rajoutez nous plus d’articles en July 2010 to ensure that the bank keeps internal and external customers and mobile better.
based violence. I would like to suggest that in each issue of your Kinyarwanda. communication lines open with its custom- banking customers have found it most
magazine, you publish stories of real things that developing ers. By fulfilling the following objectives, helpful and queries dealt with range from
partners really go for real in our countries. Thanks for the very Joseph the call centre is able to ensure customer salary inquires, PIN reissuance, reset to-
great information I gathered through that piece. satisfaction: kens for Izzi cash and cash power and ATM
Esther Umilisa enquiries. Clients who have used the call
• To increase customer retention by centre appreciate the service greatly and
I SAW COPIES OF YOUR MAGAZINE ON SALE! accurately identifying customer needs are impressed at the excellent service they
and providing solutions to meet customer receive. It has been described as a breath
Dear Editor I saw 2011 copies opposite Bank of Kigali, Dear readers expectations of fresh air!
of your Magazine on sale for Kacyiru. Could you kindly the service Mag is a free magazine. Do not buy it,
RWF 1000 at the supermarket check what’s happening. report to us as soon as you see someone selling it. • Increase usage of BPR products through The Call Center is only one of the ways
customer education, up-sell and cross BPR spoils its customers, hearing from
under the Chinese restaurant
selling customers is a priority for BPR. Other ef-
in Kacyiru - the building Be blessed,
Akaliza
Ese mwakunze inyandiko tubagezaho? Turabasaba ngo
muduhe ibitekerezo kuri: letters@theservicemag.com
6 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 7
FEATURE
If
SHIFTING THE
you don’t know your customers, of people cheering for soccer on the etc.) in executing a social-centered CRM
how do you tell you’ve had enough flat screen above me. I also remember strategy. Google believes that data is
business with them?” – reads the title of how sad I felt knowing that in Kigali, my everything and although data gathering
a marketing whitepaper. It is Saturday town, such behavior towards a customer seems tedious and at times senseless,
FOCUS ON THE
morning, in September of 2010 and this is scarce. If I had been in Kigali, first of it pays off in the end. There isn’t a better
question is the spark that lit me to ven- all the entire hall would be filled with search engine than Google’s, and its
ture into the promise technology holds the kitchen staff watching from the only accuracy is in direct correlation with the
for the management of customer rela- screen in the place, and secondly the petabytes of “senseless” data Google
CUSTOMER
tionships, or CRM, on the eve of my 27th waiter would not waste time chatting with stores each day.
birthday. I named my venture Ceable. me.
Storing information about your custom-
CRM is ideally supposed to push your In my three-stranded rope, the people er is one thing, knowing how to take
sales up while pulling your costs down, –or the employees, must buy in to and decisions based on information from your
Or the Myth of Cost Reduction versus although none of its activities can be
considered a sale or cost reduction
support CRM. It hurts to say that the customers is another thing. At one point
societal perception of a satisfied custom- or another, we have convinced ourselves
Profitability Increase exercise. This information drives the er needs to change from the root. Your that technology has the power to reduce
By Robert Nsinga sales, pricing, supply chain, and overall employees must believe in your product costs while increasing productivity. And
product cycle management for you. The every second of the day to be able to sell when productivity is up, sales are up as
employees that are likely to get in direct it from their own heart. To change the well. The more you accurately target your
contact with customers in such areas as perception, then, means first to learn markets (learning) the less you spend
sales, marketing, and customer how society performs from their heart. on pushing your profitability up. Don’t
support are then do splash marketing, do targeted
equipped to make quick The employees that are likely to get in marketing.
and informed decisions direct contact with customers in such areas
about each customer.
The strands are: people,
as sales, marketing, and customer support Take these three strands for a
spin, and see how that works for
process, and technology. are then equipped to make quick and you! TSM
I’ll start with people. informed decisions about each customer.
The author is an information systems ar-
The Rwanda Develop- After all, good customer relations are at chitect, programmer, enthusiast photogra-
ment Board (RDB) has initiated a vast the heart of business success. It’s the pher and the geek behind the RwandAir Internet
campaign called “Na Yombi” aimed at heart that counts, not the sweat. booking engine and online payments facilities.
enticing the business community into robert.nsinga@rwandair.com
caring for their customers. The busi- The second strand is “process”. It’s not
ness environment hasn’t felt the tilt a waiter’s job to make customers happy.
yet. There is an apparent blockage It is the kitchen, the store, the clean-
to achieving ideal customer care.
I remember staying at a hotel in
Bujumbura, Burundi, and the rich
ing, and the delivery department’s job
to make customers happy. The hair in
the soup is rarely the fault of the wait-
Quote
and charming interaction I had
with the waiter while my lunch
er. Everyone has an important stake in
customer satisfaction, even if your work it
The only way to
was taking long to reach. to deal with fellow colleagues only. Make
your colleagues at work happy, and you do great work
is to love the
The dining hall wasn’t will have contributed a great deal to the
crowded, and there was overall CRM.
an important soccer event
taking place. I remember The third strand is technology, or how
fast you are able to know your customer,
work you do.
asking myself why this
young man isn’t concerned and to what extent. Social CRM is a new
Steve Jobs
about the emptiness of the trend that combines the power of social
room and the loud screams media (Facebook, YouTube, Twitter, Skype
Photograpy by Timothy Kisambira
8 The SERVICEMAG Mar-May
Mar - May2013
2013 The SERVICEMAG Mar - May 2013 9
FEATURE
DEUX ENTREPRISES
DANS UNE SEULE,
RÉSOUDRE LA COMMUNICATION INTERNE
Par Jean-Bosco NDIKUMANA
Les investigations faites dans une
entreprise de production de
divers articles au Burundi se traduisent
les objectifs qu’ils connaissent pourtant
bien.
• Incompréhension et relations difficiles
au sommet de l’entreprise,
audit du système de communication.
Cet audit a également pour mérite de
permettre aux dirigeants d’entreprises
l’efficacité des supports de transmission
des instructions de travail, la gestion des
messages organisationnels, l’encodage Un tel audit
ainsi : dans une seule entreprise cohabi- La deuxième entreprise est celle des • Incompréhension et relations difficiles de savoir si oui ou non les deux aspects et le décodage des messages, les canaux permet en substance de
tent deux entreprises. La première entre- cadres moyens, des exécutants moyens entre la base et le sommet de l’entre- de la communication – information et de circulation de l’information, la gestion régler les questions de la
prise est celle des hauts cadres. Elle est et des exécutants du bas de l’échelle. prise et relation – sont pris en compte dans leur des rumeurs, les entraves à l’application cohabitation entre les struc-
dynamique, créative et prospère. Ces travailleurs sont maltraités par les système de communication. des instructions de travail, etc. tures formelles et les struc-
travailleurs de la première entreprise sur • Incompréhension et relations difficiles tures informelles et de la collabo-
Ceux qui y travaillent sont au courant le plan relationnel. En effet, ils reçoivent à la base de l’entreprise. Mais le fait de réaliser que le double • Pour le deuxième aspect concernant ration entre les services formels.
de ses objectifs, s’en approprient, les des messages parfois contradictoires, aspect de la communication est oui ou la communication relationnelle, les Aussi, faut-il noter que ces spécialistes
transmettent aux travailleurs de la les objectifs de l’entreprise ne leur sont Les travailleurs de la deuxième en- non pris en compte n’est qu’une étape ; entreprises devraient s’attacher les en communication et ces psychologues
seconde entreprise qui doivent œuvrer pas communiqués, les relations avec treprise font également une mauvaise par la suite, un certain nombre d’actions services des psychologues du travail et doivent travailler de concert pour plus
pour les atteindre coûte que coûte et leurs chefs sont souvent tendues et publicité de leur entreprise au niveau de doivent être réalisées pour le premier et des organisations ayant pour mission de d’efficacité.
dans toute la dynamique de la rigueur. ils sont toujours victimes de toutes les leurs familles de leur entourage, etc. le deuxième aspect afin que cette prise mettre en place des stratégies permet- Le prochain article traitera de l’impor-
Toutefois, même au sein du groupe des casses qui, pourtant, peuvent découler Il est à noter que le dysfonctionnement en compte soit effective. tant de créer une certaine proximité tance de la prise en compte du double
travailleurs de la première entreprise, la d’un mauvais management. Les relations du système relationnel au sein d’une entre les cadres et les employés. On sait aspect de la communication. TSM
communication et les relations sont la au sein de cette catégorie de travailleurs entreprise peut altérer la qualité et la • Pour le premier aspect concernant que c’est cette proximité relationnelle
plupart des fois difficiles, ce qui fait ne sont pas également au beau fixe. quantité de son rendement ainsi que son la circulation de l’information, les favorise la communication en entreprise.
qu’ils ne transmettent pas de Cette situation révèle trois sortes de diffi- image de marque. entreprises feraient mieux d’engager Ces psychologues devraient également L’auteur est un formateur et Ploidoyer pour
la même façon cultés pour la seule entreprise qui existe La détection des deux formes de prob- des spécialistes en communication être à mesure de mener des audits de la PARCEM. Burundi.
en réalité : lèmes de communication interne, néces- capables de mettre en place de vastes dynamique relationnelle des entreprises jeanboscondikumana@ymail.com
site des actions: programmes de formation des cadres dans le but de mettre à nu leur système
Mais avant tout action corrective, un et employés en matière de la communi- relationnel.
cation. Ces formations insisteraient sur
Photograpy by Timothy Kisambira
10 The SERVICEMAG Mar-May
Mar - May2013
2013 The SERVICEMAG Mar - May 2013 11
FEATURE
lining, the dawn of a new day, the Optimism is an unwavering belief that all countries from struggling economies
faint but steadily growing heart beat. will be well if not today, tomorrow, if not to economic powerhouses; it’s what
Optimism. Today we are still not out of tomorrow next week, if not next week, moves a simple cell ‘phone from an
the woods yet but the horizon is visibly next decade. It is the faith that moves oral communication tool to one that
clear. mountains. It is what will make your allows you to send, receive and borrow
money (at least here
Contrast this with a Optimism is an unwavering belief that all will be in Kenya). That is the
competitor who by some power of optimism in
twist of fate was hit well if not today, tomorrow business; the belief
by a similar fraud only that no matter what,
half as strong. He has never recovered. clothes shop flourish despite the high my product (company) can become
He admits that when the gravy train turnover of tailors; your taxi business to better. It must start though with a
stopped flowing, he could not bring continue after it gets grounded because passion for where you are going, your
himself to face the ridicule, absorb the you can’t afford the car repairs; your bar vision. TSM
frustration and take pressure that it to open its doors despite the massive
came with. Listen to him: “This fraud embezzlement by the barman you fired. Lend Me Your Ears is a Dynamic Selling
was meant to show me that I should not It is what allows entrepreneurs to evolve (Beyond the Sales Cycle) and Speak for
be in business” with the changing political, economic, Yourself! (Speech Writing; Speaker Training
social and technological landscape. It is and Coaching
Picture from shutterstock
Optimism is not to be mistaken for blind what has moved the world from a floppy lendmeyourears@consultants.com
hope. No. Optimism is imagining, then disk to a CD, to a flask disk and now a
fighting for and then working towards. memory card; it’s what moves whole
The Power of Optimism By John Kageche
Optimism . Such a
powerful word.
will see year ten! A large part of the
reason is because most people go into
internally, which we are still recovering
from close to three years later, he was
It evokes positive feelings of hope, faith, business for the money. When they shaken, yes, but did not falter. Listen
expectation, anticipation, purpose. And repeatedly hit a rocky path (as they to him: “It was good it happened. The
what is optimism? Merriam-Webstar will undoubtedly do especially in the reason it did was to enable us set proper
dictionary says: “an inclination to put nascent stages of their business) their systems and structures.” Meantime,
the most favorable construction upon resilience starts faltering, they get the banks were breathing fire down our
actions and events or to anticipate tripped by the short-term obstacles neck, investors were breaking down
the best possible outcome.” Simply (seemingly overwhelming debt being doors wanting to know the fate of their
a major one) and shortly thereafter funds and the ‘phones were ringing on
put, always seeing the silver lining in
they throw in the towel…and another end with debtors. I can tell you, life was
every cloud-even one about to yield a
prospective thriving business bites the not pleasant! Despite this thunderstorm
thunderstorm.
dust. And why? Because businesses of a cloud he clearly saw the silver
that thrive do so, not because of an
Optimism can make or break your
business. There is reason why statistics
endless stream of capital, but because
the founder went into the business
Optimism
show that 90 percent of start-ups don’t
survive the first five years; and that 90
to pursue a vision-not chase elusive
cash.
can make or
percent of those remaining won’t see My business partner is the eternal break your
the next five. In other words for every
100 businesses that start, only ONE
optimist. He is also the founder
member of one of the businesses I business
am in. When hit by a massive fraud
12 The SERVICEMAG Apr-May
Mar - May2013
2013 The SERVICEMAG Mar - May 2013 13
FEATURE
Mon
rêve de qualité
de service en Mon rêve d’évolution
Je me pose aussi des questions sur le
système éducatif car j’ai vu des universi-
tés africaines où l’électricité était un luxe
longues heures d’attente, le personnel à
bord était d’un désagréable inégalable.
Ils traitaient les dames (la plupart étaient
des commerçantes) avec un mépris et
service dans nos pays ? Est-ce que les
entreprises publiques et malheureuse-
ment privées aussi, comprennent que
les africains ont aussi droit à un service
Afrique
qu’il ne fallait pas espérer en avoir tous dédain que je me suis demandée durant minimum de qualité ? Est-ce qu’un jour
les jours. Nul besoin donc d’espérer de tout le vol si le personnel avait con- on pourrait traiter les clients comme des
l’internet pour faire des recherches pour science du prix du billet. Un vol de 2h30 à « rois » et « reines » ? Qu’on se le dise
les étudiants. Et pourtant, nous sommes 560.000 CFA beaucoup plus cher que 8h clairement : être africains et sous-dével-
Je
censés bénéficier d’un service de qualité de vol pour l’Europe. oppés n’excusent pas tout. TSM
suis de ceux qui sont provenant de nos dirigeants.
très fiers du développe- Arrivés à Brazzaville à 23h35, ce n’était sidossou@theservicemag.com
ment actuel de l’Afrique et de En décembre dernier, j’ai eu une des malheureuse-
expériences de service les plus doulou- ment pas la fin
toutes les choses positives qui reuses sur Asky, une compagnie aéri- du calvaire car il
Par Sandra Idossou Impact your world...
s’y passent. Je reste optimiste enne qui fut accueillie avec beaucoup nous a fallu 11
d’effervescence à sa création. Asky était jours d’attente, de
que notre cher continent est
pour beaucoup de voyageurs inter-afric- mails, de nom-
l’avenir du monde. térieur,
ains une panacée. breux aller-retour
inve-
de plus de 100km
Mais certaines expériences m’amènent stiront
Nous (3 adultes+1 bébé) sommes arrivés tous les 2 jours
parfois à me poser beaucoup de ques- dans
à l’aéroport de Cotonou à 14h pour un à l’aéroport pour
tions : Pourrait-on un jour avoir une la
vol qui était sensé partir à 16h10 pour s’enquérir de
qualité de service en Afrique qui respecte santé
Brazzaville, Congo.Ayant eu vent des nos bagages. Le
les normes internationales ? Grande pour le
nombreux retards, nous nous sommes plus navrant c’est
question ... bien-être
rapprochés tout de suite d’une respons- qu’aujourd’hui,
de toutes ... African creativity
able de Asky pour avoir des informations deux mois après
Mon rêve de santé nos popula-
précises sur le vol avant de faire partir le cette mésaven-
De part mon métier de formateur sur la tions.
chauffeur qui nous avait déposé à l’aéro- ture, on a l’im-
qualité de service, j’ai eu le privilège de port. Mais cette dernière n’en avait pas. pression que ce
parcourir beaucoup de pays africains et Il est sans
service est normal
à chaque voyage, ma première anxiété dire que no-
De 14h donc, nous sommes enfin partis parce qu’on est ...
est celle concernant la prise en charge tre continent • PR
de Cotonou à 20H15. Et pendant toute en Afrique !
regorge de très mandé si les infirmières connaissaient • Research
médicale en cas d’urgence. cette attente, aucune information n’a été
bons médecins qui, les règles élémentaires d’hygiène. • Marketing
donnée par rapport au retard, aucune En tant que citoy-
malheureusement et dans la plupart des J’avais même peur de faire ausculter • Kenya • Rwanda • Burundi • Uganda • Tanzania
• Advertising
Et pourtant, je rêve du jour où je me présence pouvant nous donner des infor- enne africaine, je
• DRC • Congo Brazzaville • Ethiopia
cas, travaillent dans un environnement mon bébé ou de le mettre dans la (250) 78830 8974 • Event Management
ferais soigner avec confiance dans un mations n’était visible dans le hall d’em- me demande si
digne du far west avec des conditions de balance pour qu’il n’attrape pas les (250) 7285 11809 • Vehicle & office branding
hôpital public africain et espérer recevoir barquement durant les longues heures c’est une simple (254) 722 413 383
l’époque de la préhistoire. microbes et repartir plus malade qu’il ne • Experiential Marketing
les meilleurs soins du monde. Je rêve du d’attente pénibles pour nous et le bébé. utopie d’espérer info@iafricaltd.com • Promotional Materials
La dernière fois à l’hôpital d’Abomey l’était déjà.
jour où les autorités de nos pays, au lieu un jour une • Media Booking
de fuir pour aller se faire soigner à l’ex- Calavi au Bénin, je me suis même de- www.iafricaltd.com
Face à des passagers excédés par de bonne qualité de
14 The SERVICEMAG Apr-May
Mar - May
2013
2013 TheSERVICEMAG
The SERVICEMAGMar
Apr-May
- May 2013 15
FEATURE
Dutangiye
umwaka
mushya
n’imigambi twari
dusanganywe?
Byanditswe na Tazim Elkington
Iyo
Picture from shutterstock
umwaka utangiye nkunze gute- utangiye:
gerezanya amatsiko menshi yo • Kugabanya umubyibuho, kujya mu nzu
kumva imigambi abantu bakunze gufata aho bakorera imyitozo ngororamubiri,
mu mwaka utangiye. Abantu bakunze ku- guteka nibura indyo igizwe n’ibintu bitatu
rambirwa vuba gukora ibintu bimwe ku mu cyumweru ugaha umukozi wo mu
buryo bagera aho bakabona ari na bibi. rugo ikiruhuko, kubona impamyabumenyi
yo mu cyiciro cya kabiri cya kaminuza
Buri mwaka numva abantu bihandagaza (master’s degree), guhindura akazi, kuba
bagakora urutonde rurerure rw’imigambi uri kumwe n’umuryango wawe kenshi
n’intego ariko imyinshi muri yo ntirenga gashoboka, kujya kuri interineti; gutaka-
ukwezi kwa gatatu. Urwo rutonde rw’imi- za ibiro 10 kubyibuha ukanakomera.
gambi usanga rwuzuyeho ibitazashoboka
byiyongera ku migambi itaragezweho mu Ese mu byukuri murabona ibi bishoboka?
mwaka washize. Mu byukuri iyi migambi y’indoto ishobora n’abo mukorana n’abandi bagufasha
gutuma ahubwo usubira inyuma. kugira ngo ukomeze utere imbere.
Hashize igihe kirekire abantu barangwa Tugomba kutipasa muremure tukare-
no kugira ibyo bifuza n’ibyo bakenera. ba umubare w’amasaha dufite nyuma • Banza urangize umugambi washyize
Muri byo hari ibishobora kugaraga- y’amasaha 8 cyangwa 10 y’akazi mu ku rutonde rwawe mbere y’uko wongera-
rank’aho ari bibi bigatuma abantu minsi 5 cyangwa 6 mu cyumweru. Ese ni ho undi mushya
bihutira kubihindura ubwo bigakurikirwa gute twitegura guhindura uko twakoraga
n’imigambi mishya. Muri iyo migambi kugira ngo tuzagere ku musaruro ufati- • Jya wirinda gukabya mu gufungura no
habamo gushaka kunoza ibintu, ku- ka? Niba hari umugambi ugiye gutangira kunywa kuva ku itariki ya 24 Ukuboza
rushaho gukora neza, kubona ibyiza dore ibyo wakora: kugeza ku ya 7 Mutarama ahubwo ugom-
kurushaho, kunguka birenze, gutunga bi- • Ntugategereze ko umwaka ushira ngo ba kugira utuntu wimenyereza gukora
renze, kumenya byinshi utari uzi, kubona n’undi utangire kugira ngo ufate imigam- muri icyo gihe
ibintu byisumbuye n’ibindi… bi mishya
Ese ushobora gutangira kwiha disipuline
Icyo tutiyumvisha mu bwenge bwacu • Fata imigambi imwe nirangira ufate indi mbere y’uko umwaka wa 2013 urangira
ni uko umubare w’amasaha y’umunsi mu mwaka hagati ushyiraho urutonde rw’ibyo uzakora mu
udahinduka mu mwaka. Uko byagenda gihembwe noneho ukagenda urwongera
kosa urushinge rw’isaha twambara ruz- • Shyira mu gaciro wihe intego zishoboka buhoro buhoro aho gukora urutonde
enguruka amasaha 24 ku munsi . Ni gute ndetse unahindure ku buryo butaku- runini rw’imigambi mu gihe cy’umwaka?
ku isi twihandagaza tukongera urutonde vunnye ibyo wifuza ko byahinduka mu TSM
rw’ibyo twifuza tutigeze tugeraho mu mikorere yawe
myaka yashize? The Indian Black Butterfly is a Paradigm
Dore ibikunze kugaragara ku rutonde • Reba ukuntu uwo mwashakanye, incuti Shifter, Trainer, Writer, Speaker and Poet
rw’imigambi abantu bafata iyo umwaka yawe, abana bawe, umukozi wo mu rugo http://www.tazim.net Twitter: @telkington
16 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 17
FEATURE FEATURES
ASK,
Many sales men are scared of
asking, whether it is for
business or for anything they want from
service, the prospect raises issues why
he doesn’t believe he wants to buy from
us and we answer this objections and the
that matter anyone else in this world has
no capability to influence your emotional
state, your emotional state is a domain of
their client. They are scared of asking customer is satisfied. At this point most your control.
and they don’t even know they are. Sales sales people will thank the customer, set When a prospect says no many sales
people are a confident lot of people. They up another appointment with them and people choose to get disappointed,
The Magical
look for strangers every day, and present leave. What`s wrong with this picture. annoyed or any of the other negative
themselves, their company and their Why were we in the prospects office, emotions.
and Dreaded
product to the strangers. There is a term defiantly we went there to sell or rather So prospect has said no, this may be as
for these strangers- Prospects. While a to put it boldly get the business. We have a result of a few reasons. You may not
prospect is one who is likely to purchase done everything required of us except have linked your products value to the
Process in your service or product. From the total
population you zeroed on this prospect
the one most important thing. Asking the
prospect to move from being a prospect
customer’s needs, there may be no need
for your services or products (this means
Sales for particular reasons of, he may have
or look or you have heard they have the
to being a client. We need to ask the
client to pay for our service, product, ask
you made an error in the early stages and
you could have avoided this no).
By Martin Kairu money. You may believe they have need him to sign on the dotted line. So the customer has said NO!, as a sales
for your product. When someone says no to you, it is professional you need to move on, let
? ?? ?
So we go and meet the prospect and one of the most emotional distressing this no not affect your next sale. Your
we present ourselves, our company and moment. One vital characteristic of sales emotional state will dictate how you will
professional is being able to control treat not only the next sales presentation,
their states. So the client has said no, even the others. The lingering fear of a
well How you take that is entirely up to rejection holds you back to asking for the
you, how that affects your emotions is a business.
choice entirely up to you. The client or for To avoid No there are a number of things
you need to have done right from the
initialization of the sale. TSM
?
The author is an NLP Master Practitioner/
Trainer/NLP Coach.
martin@iperformanceug.com
? ? ? ? ?
Picture from shutterstock
When someone says no to you, it is one of the most
emotional distressing moment.
18 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 19FEATURE
Umukiriya ni we utuma
FEATURE
habaho igikorwa cyo
guhaha Byanditswe na Martin Kairu
Nkuko dusanzwe tubizi kugurisha ntibyabaho
hatabayeho kugura. Twakunze kwi-
gishwa uko twakurura umukiriya kugeza ubwo agura.
bonye hakoreshejwe aya magambo, kureba, kwite-
gereza, gukora ku kintu ukumva uko giteye, kumviri-
za mu mubiri no kubiterezaho, ese hari aho bihuriye
Nyamara abenshi mu bakora umwuga wo gucuruza n’ibyumvirizo bisanzwe? Nta gushidikanya ko ari ib-
ntibazi uko bamenya ukuntu umukiriya ahaha. yumvirizo bisanzwe by’umuntu.
Kugura twabigereranya n’imyifatire kandi abakiri- Buri muntu wese agira uburyo ahahamo, akenshi ni
ya bagura buri gicuruzwa mu buryo bumwe. Uburyo ibyumvirizo umuntu asanganywe bikora. Twe nk’aba-
yaguzemo isaha ye ni nabwo azaguramo igicuruzwa gurisha b’umwuga ni ugufata ubwo buryo abantu ba-
cyangwa serivisi uri kumwereka hano. Twe nk’aba- hahamo tukabukoresha. Iyo wamenye uko abakiriya
curuzi babigize umwuga imigurishirize yacu iterwa bahaha uba wakoze icya kabiri cy’akazi kawe, ikindi
n’imigurire y’abakiriya. Uruhare rwacu mu kugurisha cya kabiri ni ukugarura bwa buryo bwo guhaha uka-
Re-energise your Maisha
ni ukuba umuhuza. Nta makuru mashya tuzazana bukoresha ku muguzi nk’uko we abukoresha. Iyo ayo
cyangwa ngo duhindure uko umuguzi yitwara kugira mayeri akoreshwa mu guhaha wayakoresheje neza
ngo agure. bicamo iyo habayeho kunangira ni ukuvuga ko uba
wahushije intego. Ni gute wamenya amayeri umuguzi
Icyo dushinzwe ni ugushakisha tukamenya ku buryo akoresha ahaha n’ibindi byose wakwibaza mu gikor- The Maisha Health Club and Spa boasts of a fully equipped gym featuring the latest cardiovascular and
bucukumbuye ukuntu umukiriya wacu akunda ikintu wa cyo kugurisha?
isotonic machines, free weights and an aerobic / yoga studio; stunning male and female spa facilities,
hanyuma akiyemeza kukigura ubwo buryo ni na bwo
dusabwa kukimugurishamo. Iyo tutabigenje gutyo Abacuruzi benshi usanga iyo bagiye kwereka umuguzi
including steam baths, sauna and Jacuzzi; luxurious treatment and a 20metre swimming pool. Our juice
tuba tuvomera mu gitobotse nta cyo twageraho. igicuruzwa baba bafite ibyo baribubwire umuguzi mu bar offers complimentary freshly squeezed juices and herbal teas to re- energise and nourish you.
Dukoresha ibyumvirizo byacu mu kugura, uko ni ko mitwe yabo. Mbere na mbere ugomba gutega amatwi
bigenda nyine, bitari uko twabibwiwe ngo bifata igihe umukiriya kuko ni we rero uri bugire uruhare runini
kirekire. Ibyumvirizo byacu ni ukureba, gukorakora, mu guhaha kurusha uko umucuruzi yabigiramo uru-
kumvira mu mubiri no gushyiramo ubwenge. Reka hare. Igishobora gutuma umucuruzi atuma umukiri-
tubisobanure kurushaho; ni gute uheruka kugura cya ya agura ni ukumuguyaguya, ukamuririmbira, ukam-
gikoresho? Warakibonye ubona gisa neza hanyuma wakira neza . Ibi bizagerwaho igihe icyo umucuruzi
ugikoraho kugira ngo ucyumve noneho uracyigera? avuze cyose kinyura umuguzi. Kugira ngo ubigereho
Wabajije igiciro usanga kijyanye n’ikiguzi wagihaga ni ukwishyira mu mwanya w’umukiriya, ukareba uko
cyangwa waraciririkanyijwe kugira ngo bakikugur- yaje, ibyo yaje akunda, uko yabikunze, hanyuma na we
ishe ku giciro wifuzaga? Niba wari uri kumwe n’undi akaba ariko umwakira kugira ngo akunde akuguri-
muntu waba waramubajije ngo na we akubwire niba re. Si ngombwa kugira ibindi twahimba kuko
gisa neza cyangwa ngo akubwire icyo abitekerezaho? umukiriya aba yazanye uburyo bwe bwo
Ongera urebe uko baguze, ese wa- guhaha akaba ari na bwo tumukore-
shaho kugira ngo atugurire. TSM
The author is an NLP Master Practitioner/Trainer/NLP Coach.
martin@iperformanceug.com
Picture from shutterstock
20 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 21FEATURE
Picture from shutterstock
WHY COMPANIES
SHOULD HANDLE
SOCIAL MEDIA
LIKE DATING AND
RELATIONSHIPS For companies you need to know where your
customers hang out, which platforms are they
By Muthuri Kinyamu
active on. Are you targeting the 18-24 market?
Where are they?
I know the title of this article arouses
curiosity but am about to prove why
you should handle and approach your
1. KNOW WHERE TO SEARCH.
For companies you need to know
• Post less –Sharing everything on your
mind or what you come across will push
her away so is the community you have
3. So what next after the
first date?
4. Your Reputation- what
do other people say about
5. Take her to bed- Call for
action!
where your customers hang out, which After you’ve went out for dinner with her, you? Most probably after step four a girl will
community on social media like you platforms are they active on. Are you on social media! You don’t keep calling you don’t ask to take her to your house! have made up her mind but you still have
At this level if you had done your search
do with a girl/boy in the dating scene. I targeting the 18-24 market? Where are her and texting all day so the same works Back to social media, once you get a chance to clean up your name! You
in the right place, done step two and
happen to have spent the weekend home they? Are you looking for the 25-35 age with social media! If you’re pushing people to like or follow you, you welcome know it guys, how we say we’ve changed,
three well, a girl will ask her or your
alone, phone off, no Twitter, no TV, no group or the older ones? So at this stage serious content tweeting and posting in them, thank them then immerse them we’ve quit alcohol and we’re no longer
friends about you. Check your Face-
laptop- nothing; basically cut out off the you need to identify the social networking the morning may get you RT’s. Use the with content about your business and players! With business, most likely your
book profile, ask your colleagues and
world! Well I was having that “ME” time sites where to focus your social media 1/9 tweet rule –Those who only share what you offer. You aren’t asking for a prospective buyer will have 2 or 3 options
people who know you more about you!
to reflect upon many things when my marketing efforts. their own content are transparent and sale, you want to first build the rela- now; with recommendations to try out
She simply wants to get an opinion from
thoughts drifted to my social life…dating audiences online look at that as purely tionship, give value, good content, keep product B from company C. However you
people who know you before she makes a
and such kind of things! 2. TAKE THE MOVE! selfish and switch off quickly. your promises- when people ask for still have a chance to explain the benefits,
decision whether there’s a future in what
• Be bold – Don’t be afraid to share your information, you give it on time, when you you have initiated. With social media, a value proposition and the uniqueness of
The more I thought about it, the more my thoughts, opinions and ideas with her. On Get in the habit of sharing 9 tweets not promise to call them, do it! After the first your product/service. Address the fears
customer will search more about your
mind wandered to social media and how social media don’t be neutral! Be a rebel about you or your business for every post date, maybe you schedule the next one, the prospect has and do it authentically
business online, ask around for recom-
companies often try to build relation- or the hero. Neutral content/discussion about you or your business. This way you want to see her often right? So with and in a genuine manner. Ensure you give
mendations, also ask friends about your
ships. So I engaged my thoughts to come doesn’t arouse engagement! Be very you don’t spam people; the same thing social media, you may ask your followers value to spark initiative and encourage
product or service or maybe read product
up with this article! So in this article I will keen as you don’t want the girl to curse applies to dating- you don’t talk endlessly to also LIKE your Facebook page and vice action! TSM
reviews online. So this is where you
explore similarities and lessons social meeting you same thing, if your content about yourself! Do less of push market- versa, check or subscribe to your channel monitor your brand mentions, address
media managers can pick up from the isn’t great on social media, people will ing, no “Me, me, me’ kind of content. The author is a Kenyan
inquiries, read reviews and up your repu-
dating scene to guide them in managing leave! Entrepreneur | Social Media
tation management!
brands on social media. This will be pret-
strategist | SocialPro | Passionate about
ty simple so here’s how to go about it!
marketing. | @kenyanmarketer
muthurikinyamu.blogspot.com
22 The SERVICEMAGMar-May
TheSERVICEMAG Mar - May 2013
2013 The SERVICEMAG
The SERVICEMAG
Mar Apr-May
- May 2013
2013 23Embrace
FEATURE
e- or be swallowed
by the growing
On a hot afternoon,
Africa Jesse, a pre-
senter on radio Flash signed
service sector
By Khen Amooti
in-
out from his daily afternoon novations,” issued cards.
program. He was starving and he remarked. Mobile money services seem to have at
least taken root. MTN, the pioneers of
without delay headed right to a the service announcing in Novem-
But it’s not all lost. These
restaurant to settle his appetite. innovations are new and with ber last year that transactions
time people will get used to of worth $138million had been
Almost an hour later, it was time to pay them, observed Clement Asiimwe recorded since the launch of the
for the meal and that’s when he realized who works with a local micro-fi- service.
he had left the wallet at the radio station, nance. There are various e-payment
he quickly recovered from his brief panic options available on the market from Karim Rwahirwa is a photographer
explaining his dilemma to the attendant mobile money, to VISA cards to mobile and instead of making the long trip to
before offering to pay her using the mo- banking to mention but a few. Kampala to buy photo albums, he makes
bile banking service on his phone. a shorter journey to Nyabugogo where he
Unfortunately, it couldn’t work as the Recently, R-switch an E-Payment in sends his dealer cash via mobile money
woman refused insisting on cash which Rwanda introduced ‘Smart Cash’ plat- and he waits for the products to be deliv-
was delivered later after Jesse called a form which will allow Rwandans to effect ered on the bus the next day.
colleague at the station. e-payments both domestically and within “I save not only money but also time,”
the region. The new innovations accord- says Rwahirwa.
It’s amazing how many service providers ing to Konde Bugingo, R-switch CEO, will
continue to stick to old fashioned ways add flexibility with ATM card owners able Fantastique is one of the trending food
of doing business despite the fast and to obtain services at any time within the joints in Kigali receiving a minimum of
furious dynamism in the sector. country on any ATM machines and other 600 clients per day. It’s affordable, air
Mobile banking is one of the many point of service (POS) devices. conditioned, classy and conveniently
e-payment services that banks are located in the city centre and has wire-
offering to make life easy for Rwandans “No other E-Payment Company has less internet. Unfortunately, you can’t
unfortunately, many are still stuck to made this kind of commitment of provid- use your Visa card or mobile money or
their medieval lifestyles. ing a home grown Regional e-payments pay through your mobile bank. They also
Services working with the banking indus- don’t accept dollars, only francs.
During last year’s annual media dia- try,” said Konde.
logue, a presenter told media proprietors Many who have reservations about these
Three banks have already partnered with
that, “if you are going to remain old new innovations point to the risk of losing
Nakumatt to enable clients to use e-pay-
fashioned then you won’t money yet both the central bank
survive the dynamism of
There are various e-payment options available on and service providers who use
the modern media.” the market from mobile money, to VISA cards to those innovations say there’s
The same could be said of little room for risks.
mobile banking
the service providers. Those “There could be disturbances
who fail to adapt to the new in network connectivity as the
financial innovations could be suffocated ments and these include Bank of Kigali, Visa machines are connected directly to
instead of growing with the sector. Equity Bank and Eco Bank. the banks but we don’t get that kind of
The then Rwanda Central Bank gover- At Nakumatt, transactions by locally complaints of loss of money,” explained
nor, Claver Gatete says, “We are moving issued Visa cards are not charged but Nakumatt’s Makau. TSM
with trends in ICT and that means adapt- a small fee per transaction is deducted
ing to and aligning our systems with new by the corresponding bank for foreign k.agutamba@gmail.com
24 The SERVICEMAG Mar-May
Mar - May2013
2013 The SERVICEMAG Mar - May 2013 25ICT
ICTs
Picture from shutterstock
are more than just computers
and the Internet
By David Kezio-Musoke
Whenever
I travel and I meet people, city in sub-Saharan Africa.’ I remember writing about the larg- excludes others that ICTs should not be dismissed as a passing fad. It is all very would probably merge the
the first thing they ask est national data center being built in Rwanda. I also remember fall in the same category Rwanda Utilities and Regu-
me about Rwanda other writing about the fact that Rwanda was the first country (prob- of ICTs such as radio, well when somebody believes they are clairvoyants and can latory Agency together with
than the country’s good governance and the well manicured ably in Africa) to assemble mobile phones. This particular story television, and even print reliably predict the future, the Media High Council,
streets is the development of ICTs. One time (probably about I remember made headline news across several new wires and media. which regulates radio and
5 years ago) when I still worked for the Nairobi based Nation even almost won me an award. TV broadcasts and of late
Media Group, a journalist colleague of mine was compelled to These technologies use reception equipment that is readily even digital media.
crosscheck with me, “David I have been told all the towns and My worry is that if I continue to play the role of the institutions available in homes, have proven to be effective and inexpensive
streets in Kigali cities have wireless points of Internet presence meant to do the ‘checks and balances’, I risk being misunder- in packaging high-quality materials that reach “unreachable ICTs should not be dismissed as a passing fad. It is all very well
which is provided freely to all city dwellers.” stood. But the fact still remains the same, something is aloof clientele,” and overcome geographical and cultural hurdles. when somebody believes they are clairvoyants and can reliably
somewhere. Basically they are more important ICTs than the ones we have predict the future, but we should be talking about the present
Eight years ago when I first came to Rwanda, I must confess been made to believe as fashionable. They are all information here. And if we do so, ICTs should be critically re-examined to
that my impression of the country in regards to the develop- While trying to demystify my thoughts on this particular subject, communication technologies. cater for all loose ends otherwise the country risks being that
ment of ICTs was that of the likeness of a street in Silicon Valley. I am compelled to note that it is time for our governments to well marketed top ICT destination that produces no variable at
Such is the power and beauty of a good public relations strate- move away from the conventional governance of ICTs. This Why then shouldn’t a ministry of information and broadcasting, all. TSM
gy, which I have now basically made my core business. might be the hindrance to actual development of the trade. For not tier with that in charge of ICTs? In this case in Rwanda,
example the ministries governing ICT should be full ministries instead of the Ministry of ICT and Youth we would probably have The writer is a Managing Partner with Beehive Rwanda a corporate
After being in the country for almost a decade I still feel that the and not extensions. a cabinet position in charge of Information, Broadcasting and communications firm. Read more from his blog
story we told years ago about ICT has become a little static and Today we are under the pressures of being fashionable. In the Technologies. www.kezio-musoke.com
needs some kind of sparkling evolution. Five years ago I wrote process we tend to think that being ‘en vogue’ means adopt-
a story in The East African about ‘Kigali being the first wireless ing the latest innovations, which limit ICTs to the Internet, and It would also mean that instead of having two regulators we
26 TheSERVICEMAG
The SERVICEMAGMar-May 2013
Mar - May 2013 The SERVICEMAG
The SERVICEMAG Mar -Apr-May 2013
May 2013 27COVER STORY
Ten Years of a Dream Come True
On the eve of its 10th anniversary,
RwandAir faced unprecedented
challenges. Analysts say this is typical of
Brief History
RwandAir, the national airline of the Re-
Privately held companies and investors
showed interest and formed Alliance
Express which served destinations to
public of Rwanda, has garnered a lot of
any airline that is growing in passenger attention in the past 3 years since 2009. neighboring countries mainly and to
numbers in the face of a struggling com- So much that the airline has earned the South Africa. As it turns out the alliance
petition. The differentiated service offer- proud moniker of “the Fastest Growing did not strive and some investors pulled
ing is setting the pace and travelers are Airline in Africa”; by many accounts this out, leaving the company on the brink of
joining in huge amounts. Once the airline is true considering the short period in collapse.
is able to control this flow analysts say which this growth took place.
they are now in the play field and sky is In 2002 Rwandair Express was formed,
the only limit there is. In December of 2002 when the airline funded by government initiatives with at
was registered under the name of Rwan- its head Florence Nkera (RIP) who was
We will review a dream over the ten dair Express the government of Rwanda the first woman to head a national airline
years that it has been forming, and had decided to take a firm responsibility in the history of Rwanda. At that time a
paint a picture of the amazing journey to boost the aviation industry. Since the lot of external expertise was required
RwandAir has covered in the land of a end of the 1994 genocide of Tutsis there to build up the core business processes
thousand opportunities. We will also look had been a couple of attempts to reboot and to train the human capital that was
at forecasts over the next ten years. the once called “Air Rwanda” out of the invested. Seven years of first steps and
ruins left by the genocide. hard work brought some results, albeit
with a few missed opportunities and an
28 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 29COVER STORY
RWANDAIR STAFF SHARES THEIR STORIES
Charity Mupenzi, purser, flight atten- Aimée Gloria Mukasine, customer sup- Manuel Rendo, flight captain
dant. port services Q –What is the most important aspect in
entirely leased and old fleet. to transferring passengers to other Q –What is the most important aspect in Q –What is the most important aspect in providing service quality?
airlines or offering accommodations to providing service quality? providing service quality? - I always try my best to takeoff on time.
In 2009 a tragic accident at the Kanombe inconvenienced travelers during - To honor everybody’s demand. Pas- - To provide consistency throughout my It’s that simple.
airport sealed the fate of the airline after the busy Christmas season. sengers are very different in their needs shifts. I get to work on short turnarounds,
a taxied aircraft accidentally drove full December is a busy sometimes. As a fast growing airline, we long turnarounds. A hundred passengers, Q – But you are not always successful?
throttle into a building, causing the death month for any airline, fly to ever more destinations and getting 15 passengers. It is very busy for a whole - Correct. Sometimes these delays are
of one passenger and injuring a few. That including RwandAir more travelers from all these markets hour, and then very quiet the next two. beyond our control. Aviation is a complex
is when the brand name was changed as the following we serve. Most of our travelers are ac- Quality cannot be compromised although industry, very dynamic with many differ-
to RwandAir and it was decided that the testimonies try tually used to world-class cabin services I’m not able to give each passenger the ent stakeholders that are required to all
airline would stop being a fleet borrower to paint each and we must meet their demands. same amount of attention. work together closely to allow an aircraft
and become a fleet owner and operator. a different to depart on time. In other cases delays
Fast forward to today and you have an perspective. Q – What service levels do you follow for Q – Kigali airport is pretty small and are entirely our fault because, for the
amazingly powerful airline in the East each of your flights? gets congested for every arrival or case of RwandAir, growing fast requires
African skies offering top quality service - It actually depends on departure. How do you maintain service more resources and we unfortunately
to a market largely saturated by Kenya the particular flight. quality? get hit first before we can improve our
Airways and Ethiopian Airlines. We have 4 different - Most of these disruptions are beyond operational efficiency. Planning ahead of
service levels: start- our control. Bad weather for example can time is a tedious task in this kind of envi-
Since 2009, RwandAir built a reputation ing with short flight to get an entire flight cancelled. Or when ronment. Another reason is that we only
of being a time-keeper and offering Bujumbura and Kamembe there is a delay at one airport and the have one runway in Kigali and no taxiway.
affordable fare prices to most capital celebrating its 10th anniversary, a new where the limited flight time does same aircraft is expected to take pas- That often means that we have to wait
cities in eastern Africa while operating a schedule was introduced to increase its not justify the service that we can sengers to other destinations, I have the 20 – 30 minutes for departure, because
young, state-of-the-art fleet. Passenger frequencies to key regional destinations give to destinations with slightly longer difficult task to inform of these chang- another aircraft is coming in to land.
numbers would double each year as the and to offer better and quicker connec- flight time such as Nairobi and Entebbe. es. At all times we tell our customers
airline acquired new aircraft and opened tions at its Kigali hub. The schedule There is simply not enough time to give the truth, with all possible alternatives Q – Do you interfere with particular
new destinations. Today the airline however greatly reduced the turnaround everybody a meal. On the other hand available to ensure that their travel plans passenger issues during boarding and/
operates a fleet composed of four Boeing period, giving very little time to ground we fly 6 hours to Dubai where we serve are not disrupted much. And each case is or cruising?
737 NG series, two CRJ-900 NextGen and services to service an aircraft for its next extensive meals and entertainment, and dealt with to completion, so we can focus - Normally not my responsibility but I
one Dash-8 and serves all major cities in destination. Fuel costs that take up to by me going through the cabin offering on the next case at hand. Day and night trust the crew is well trained to handle
the EAC (East African Community), three 40% more in Kigali compared to the rest complementary beverages. we work hard to avoid that no single case all that. This is why they rarely call for my
cities in western Africa, Lagos, Libreville of the region, topped by maintenance and is repeated a second time. intervention. Of course from the cockpit
and Brazzaville, Johannesburg in South outsourced engineering costs once again Q – What do you like most about your we keep passengers informed about all
Africa, and Dubai the only destination out tested and tried the airline. job with the fastest growing airline in Q – What’s your message of hope to cus- relevant issues to their flight. This is very
of the continent. All these achievements, Africa? tomers that turn your services away? important and part of the service. We give
however, come at a high cost and Rwan- Decision makers were faced with -I like travelling, seeing lots of different - We deeply apologize to them for the weather information; mention the route,
dAir has had to pay the price in many challenges to meet the high demand places, meeting different cultures, etc. In inconvenience caused. Any other airline our estimated arrival time and I very
different ways, among which a forecasted while mitigating the costs. The airline certain places we get to leave the airport goes through the same things but we feel much like pointing out touristic hotspots
risk is that has affected a number of had seen this coming, especially with and spend a day just waiting for our next RwandAir is chosen over the rest for a lot if we pass by en route, such as Mount
customers from December of 2012 to the rise of fuel prices, and decided to flight. RwandAir is young but growing re- of good reasons that we keep on improv- Kilimanjaro on our way to Dar es Salaam.
mid-February, 2013. proceed head on and ensure customer ally fast. Seeing places is an amazing ex- ing and getting better. It is a journey. TSM
loyalty was not to be compromised. The perience to have for a young and dynamic
The Challenge with Growing Fast calculated risks taken would range from generation, there is so much out there Written by: Robert Nsinga, head of
In December of 2012, as the airline was cancelling flights, delaying departures, that Rwanda cannot wait to discover. corporate communications at RwandAir.
30 The SERVICEMAG Mar - May 2013 The SERVICEMAG Mar - May 2013 31You can also read
