Cresencia Chiremba

We all know the face.

The customer who receives cold food but doesn’t say a word.

The grandmother who’s brushed off by rude staff, then walks away quietly.

The client who never returns—without ever explaining why.

Silence feels polite. Safe. But in Zimbabwean business culture, it’s a quiet epidemic. It protects poor service, stalls growth, and denies both customers and companies the chance to get better.

No Feedback Is Not Good Feedback
Most local businesses assume that if there’s no complaint, then the customer is satisfied.

But the truth?

No feedback often means:
– “I didn’t feel safe enough to say something.”
– “I’m too tired to hope anything will change.”
– “I’ll just take my money elsewhere.”

Silence hides dissatisfaction. It allows sloppiness to become routine. And worst of all, it teaches businesses that they’re doing just fine—even when they’re losing customers by the day.

The Pharmacy That Didn’t Pick Up
An elderly woman in Kuwadzana tried calling her local pharmacy. No one picked up. She walked there in person through the chilly weather. They were out of stock.

She didn’t argue.

She simply said: “You could’ve answered the phone.”

That quiet sentence sparked a change. The pharmacy hired someone just to answer calls, and pinned a sign outside: “Call us—we’ll pick up.”

She could’ve said nothing. And they would’ve kept missing calls.

Her calm truth became a turning point.

Why Customers Stay Quiet
Let’s be honest, Zimbabwean consumers have reasons for keeping quiet:
-We don’t want conflict.
– We’re scared we’ll be dismissed.
– We’ve learned that feedback often goes ignored.

But silence doesn’t protect us—it isolates us. And it allows businesses to get away with behavior they’d never tolerate themselves.

What Businesses Can’t Afford to Ignore
For every customer who complains, there are five who simply vanish.

You never know why.

You just see fewer sales.

Lower engagement.

And one day, your competitor starts booming—and you wonder what changed.

Here’s what changed: they started listening. And people started speaking.

Turning Quiet Disappointment Into Growth
Imagine this: you order cakes for a celebration. They arrive an hour late. No apology. No compensation.

You stay silent, but never order again.

You’ve lost the joy, and they’ve lost your loyalty.

Now imagine you say: “I loved the cake—but next time, please communicate delays. It really affected my plans.”

If they’re wise, they’ll respond.

If they’re brave, they’ll improve.

If they’re committed, they’ll thank you—and win you back.

The Power of Speaking Up
Feedback doesn’t have to be a rant. It can be:
– A WhatsApp message.
– A polite call to the manager.
– A public review with dignity and balance.
– A simple, respectful correction.

You’re not being difficult—you’re being hopeful.

Building a Culture Where Speaking Up Is Welcome
We need businesses that don’t just tolerate feedback—but invite it.

We need recovery strategies that make customers feel heard, not punished.

And we need more customers willing to break the silence—with truth, not bitterness.

Let’s Change the Narrative
Instead of saying “people complain too much,”

Let’s ask: “why don’t people feel safe enough to complain constructively?”

Instead of viewing feedback as attack,

Let’s treat it as a roadmap to loyalty.

Instead of punishing the customer who speaks up,

Let’s worry about the five who didn’t—and never came back.

Final Thought
Silence isn’t gold.

It’s lost insight, lost trust, lost opportunity.

Let’s break the silence.

Let’s speak with truth and compassion.

Let’s build Zimbabwean businesses that don’t just deliver—but evolve.

Because when the silent customer finally speaks, change begins.

*Cresencia Marjorie Chiremba is a Marketing, Sales & Customer Service Consultant | For Suggestions and Training you can contact her on: Email – [email protected]; Mobile: +263 712 979 461 / 0719 978 335 / 0772 978 335