When President Paul Kagame speaks, it often feels as though he has been listening to the very pulse of the nation, to the silent frustrations citizens carry, and yes, to the movement we proudly call the Golden Service Initiative (GSI).
In his recent engagement with members of the media, the President delivered a message that resonated deeply with us.
Through them, he challenged Rwandans to voice their concerns boldly and openly whenever they encounter service lapses. His words were not merely commentary; they were a call to action.
The President reminded the nation that bad service must never be normalised. He spoke with his signature clarity, invoking historical examples that, while almost humorous in their absurdity, reveal a concerning pattern: establishments caught providing unhygienic or unacceptable service continue operating as though nothing has happened.
His bewilderment was palpable why do customers willingly return to the very institutions that repeatedly let them down? Why does bold, constructive feedback remain so rare? This national introspection aligns with an observation I highlighted in my maiden piece for The DAWN: the mysterious inconsistencies in service provision, even in places where excellence should be the standard.
Take, for instance, an experience I recently had at the RUBIS service station in Gisementi. It was 2 December 2025. As my driver remained in the vehicle being refuelled, I stepped out to use the restroom a basic facility essential for any establishment claiming to offer convenience.
Inside, I found the restrooms without toiletries. This was not a minor oversight; it was a fundamental lapse. I approached the counter for assistance, expecting prompt action. Instead, I was informed without apology that the management had not yet delivered the morning supply and therefore nothing could be done at that moment.
The message was clear: your concern is valid, but we are unwilling or unprepared to respond. This was not the first time such a situation had occurred at that very station, which made the experience even more troubling.
But we are not going to accept it not as the GSI community, and not as citizens committed to Rwanda’s progress. I write this as someone who works for the University of Rwanda. We are not perfect; we have our shortcomings.
Yet our aspiration is clear: we strive to improve continually, to sharpen our responsiveness, and to learn from constructive criticism. We welcome feedback because it fuels transformation. That is the attitude every service provider, big or small, must embrace.
This brings me to BRD Education. Stakeholders deserve attentiveness, not dismissal. A student support desk must be the most empathetic point of contact, yet I encountered an experience that suggested otherwise.
Clients walk in seeking guidance; they should never leave feeling unheard. The same applies to the cashier I encountered at the BPR Head Office.
When I enquired about international bank transfers, the level of responsiveness fell below what one would expect from a leading financial institution. These small interactions matter; they shape public trust.
This is where the GSI mission comes alive. Service providers should be aware that any customer could be an assessor silently observing, noting, and forming impressions that may eventually be shared publicly. Not for the purpose of shaming, but to catalyse improvement.
The goal is not punitive exposure; it is the elevation of service culture across the nation. Improvement does not demand miracles. It requires awareness, presence, and a willingness to respond.
It asks service providers to stay alert, attentive, and proactive to treat customers not as interruptions but as the reason the establishment exists.
If Rwanda is truly committed to becoming a global destination for conferences, tourism, investment, and experience then excellence cannot be optional.
It must be consistent, predictable, and lived. As GSI agents, we move humbly but firmly. We observe. We document.
We stand with the President’s call: reject bad service, not out of anger, but out of patriotic responsibility.
This is how we build a Rwanda that inspires confidence. A Rwanda where quality is not a slogan but a lived reality. A Rwanda ready to welcome the world and impress it.
