Customer service is often evaluated by speed, efficiency, and satisfaction scores. But beneath the numbers and KPIs lies something much more human: the quiet strength of being seen, heard, and understood. 

In a world increasingly automated, where chatbots handle questions and algorithms anticipate needs, the real heart of service isn’t just about solving problems. It is about connection.

It is easy to think of customer service as a department, a function, or a role. But more than that, it is a mindset: one that should live in every part of an organisation. It is the receptionist who welcomes someone with genuine warmth, the technician who takes time to explain things clearly, the marketer who chooses words that reassure instead of confusing.

It is how people are made to feel, especially when things go wrong. Because being helpful when everything’s running smoothly is easy. Genuine service appears in the messier moments: when a policy doesn’t quite cover what someone expected, when a delay causes frustration, or when a customer feels like just another number in the system.

The best service isn’t always about having all the answers. Sometimes, it is about asking better questions. It is about listening without rushing to respond, replying without defensiveness, and showing empathy without expecting anything in return.

Behind every query, there is a person with a story: a mother trying to secure her child’s future, a pensioner navigating unfamiliar digital systems, a young professional trying to untangle confusing financial terms. These are not just customers; they are people placing trust in a service, often at moments that truly matter.

What makes service truly memorable isn’t perfection; it is presence. It’s staying human in systems that often feel cold or impersonal. It is having the courage to say, “That is a great question. Let me find out for you.” It is about owning mistakes with honesty, following through on promises, and recognising that every single interaction is a chance to build or break trust.

As International Customer Service Week is celebrated, it’s worth going beyond the slogans and the cupcakes. It is an opportunity to reflect on the culture being built, not just for customers, but for one another. Internal service is the soil where external excellence grows. When teams feel supported, they pass that feeling on. When employees are respected, they extend that same respect outward. Service isn’t just a transaction: it is a ripple effect.

So, here is to the quiet heroes of customer service: those who stay late to resolve issues, send follow-up emails no one requests, 

and choose kindness when it’s least convenient. 

This isn’t just about supporting the brand. This is the brand. And in a world eager for authenticity, humanity remains the greatest asset of all.

*Ester Kafidi, is the Client Services Operations Manager at Old Mutual Namibia.