Cresencia Chiremba
In any country language is more than communication—it’s identity. It’s history. It’s belonging. And in business, it’s often the invisible bridge—or barrier—between a customer and a service.
Too many companies treat bilingual service as optional. A nice-to-have.
Something for the marketing team to sprinkle into a campaign. But for millions of Zimbabweans, especially in healthcare and retail, bilingual service is not a bonus—it’s a lifeline.
Imagine a grandmother in kwaGutu trying to understand her medication instructions, delivered only in English. Or a young man in Mutare trying to lodge a complaint at a telecoms office where no one speaks Shona.
These aren’t edge cases—they’re daily realities. And they shape how people experience your brand.
Language inclusion is about dignity. It says: “We see you. We respect you. We want you to understand.” And when customers feel understood, they trust. They return. They recommend.
In my work with service teams, I’ve seen how bilingual communication transforms customer relationships.
A company bulletin written in both English and local dialects doesn’t just inform—it empowers. A clinic that trains staff to explain procedures in both English and Shona/Ndebele doesn’t just serve—it heals.
But bilingual service isn’t just about translation—it’s about tone, context, and cultural resonance. A literal translation may miss the emotional nuance.
That’s why businesses must invest in culturally attuned communication, not just word-for-word conversion.
Consider this simple exchange at a clinic:
Receptionist (in English): “Welcome. Please take a seat. The doctor will see you shortly.”
Receptionist (in Shona): “Mauya/ Tigashire, garai henyu pachigaro ichi. Chiremba achakubatsirai munguva pfupi.”
The second version doesn’t just translate—it comforts. It feels familiar. It says, “You belong here.”
Or in retail:
Cashier (in English): “Thank you for shopping with us.”
Cashier (in Shona): “Tinotenda nekutenga kwamaita. Muswere zvakanaka”
These phrases may seem small, but they carry weight. They affirm identity. They build trust
Here’s how to embed bilingual service into your brand DNA:
– Audit your touchpoints. Are your signs, forms, and digital messages accessible in both languages?
– Train your staff. Not just in vocabulary, but in respectful, confident bilingual interaction.
– Celebrate language diversity. Use bilingual recognition cards, WhatsApp posts, and community shout-outs to affirm staff who bridge the gap.
– Listen to your customers. What language makes them feel safe? Heard? Respected?
Bilingual service isn’t just good manners—it’s good business. It expands your reach. It deepens your impact. And it positions your brand as inclusive, thoughtful, and community-rooted.
In a country as linguistically rich as Zimbabwe, the brands that thrive will be the ones that speak not just to the market—but to the heart.
Because when you speak your customer’s language, you’re not just selling—you’re serving.
Uye kana uchitaura mutauro wevatengi vako, uri kuvaka hukama, kwete kutengesa chete.
*Cresencia Marjorie Chiremba is a Marketing, Sales & Customer Service Consultant. For suggestions and training, contact her at [email protected] or +263 712 979 461 / 0719 978 335 / 0772 978 335.