Cresencia Marjorie Chiremba

This past Sunday, families across Zimbabwe fired up braai stands, dusted off old photo albums, and paused to honour the fathers and father figures who anchor their lives. Father’s Day, though a single date on the calendar, ripples far deeper—a celebration of trust, dependability, and guidance.

In the world of business, these same qualities form the foundation of customer experience. And as artificial intelligence weaves itself into marketing and customer service, the essence of what we celebrate in dads is what brands should strive to become: consistent, considered, and quietly powerful.

Fathers are often the original problem solvers. They show up before they’re called, offer advice without waiting to be asked, and somehow know when something’s wrong even when we say, “I’m fine.”

Sound familiar? That’s what modern customers are asking of brands too—predict needs, respond with care, and be a comforting presence, not just a transaction.

AI is making this increasingly possible. Imagine a customer walking into a car dealership and receiving personalised offers based on previous visits and interests: “Your dad admired the Hilux last time. It’s now available in a new variant.” It’s not just smart marketing; it’s meaningful—data-driven, yes, but human in tone.

Zimbabwean companies are beginning to catch on. One local clothing label launched a Father’s Day campaign that didn’t simply push “gifts for dad.” Instead, it featured short stories of father-son duos who built dreams together—tailors, farmers, teachers.

They invited customers to share their own “Dad moments,” blending storytelling with loyalty rewards. The emotional hook didn’t just generate buzz—it built bonds. That’s customer experience at its finest: merging sentiment and strategy.

True marketing, like good fatherhood, isn’t about being flashy. It’s about being consistent. Dads don’t usually make grand entrances—they’re the silent helpers, ensuring the lights stay on and the fridge stays full. Likewise, the best brands in customer service aren’t always the loudest.

They’re the ones that answer calls on time, honour promises, and deliver beyond expectation.

Take a leading bank in Zimbabwe as an example. This year, they quietly rolled out an upgrade to their mobile banking app, introducing intuitive AI-based features that help users track spending, flag duplicate charges, and set savings goals—features that feel less like banking and more like life coaching. The timing? Perfectly aligned with Father’s Day. No gimmicks, just thoughtful tools paired with subtle messaging: *“We’re here for your goals—today, tomorrow, always.”* That’s what great service looks like. Silent strength. Measured dependability. Like dad.

The role of AI in this isn’t to replace empathy—it’s to scale it. When used wisely, AI helps businesses anticipate needs, respond with care, and make service feel less like a checkbox and more like a relationship. It becomes the quiet engine behind a seamless experience—just like a father whose impact is felt more than seen.

But what happens when brands fall short? After all, even the best dads aren’t perfect. They forget birthdays, lose tempers, offer outdated wisdom. What separates a good dad from a great one is humility—the willingness to apologise, learn, and grow.

Businesses should borrow this principle. A bot mishandles a request? Own it. A shipment is delayed? Communicate early and offer a remedy. In a market where many customers feel disposable, honesty is refreshing. It’s not about flawlessness—it’s about follow-through.

This Father’s Day should also inspire brands to rethink how they reward loyalty. A father never keeps score, yet gives endlessly. That spirit is worth replicating. Instead of relying solely on points systems or “buy five, get one free” models, what if businesses occasionally surprised long-time customers with genuine gratitude? A handwritten thank-you note. A voice note from the founder. A discount *just because.* That’s the kind of emotional return on investment that makes brands unforgettable.

At the core of all this lies empathy—the ability to see and serve customers as people, not just metrics. AI provides tools, but empathy provides meaning. When both work together, magic happens.

Picture this: a supermarket in Bulawayo uses AI to notify customers of a Father’s Day braai special. A customer selects items online. When the delivery arrives, there’s a handwritten card tucked inside: *“Happy Father’s Day, from all of us.”* That gesture costs almost nothing—but it means everything.

In the end, customers don’t stay because of a clever ad or a perfect chatbot. They stay because they feel seen. Cared for. Valued.

Just like how we feel about dad.

So to every business wondering how to build loyalty and trust in a digital age—don’t look further than the man who showed up for your school play, fixed that wonky chair, or taught you how to tie a tie. His traits are your blueprint. His example, your guide.

And if all else fails, remember this: people may forget what you sold them. But they’ll never forget how you made them feel.

Just ask Dad.

*Cresencia Marjorie Chiremba is a marketing consultant and customer service strategist with a passion for helping brands create experiences that resonate. She’s a sales and customer service trainer—you can book her on [email protected] / 0719978335, 0772978335 / 0712979461 / www.customersuccess.co.zw