Is The Customer Still The King? What Are The Hits And Misses?

We are all familiar with the phrase “the customer is king.” It’s a concept that has long been at the center of strategy in the private sector, used in boardrooms, customer service charters, and marketing campaigns to underscore the importance of putting people first. Businesses in the private sector have long adopted this philosophy; some have even gone so far as to support the more contentious notion that “the customer is always right.” Even though it might not always be feasible, this way of thinking emphasizes how important customer service and experience are.

According to the Institute of Customer Experience (ICX), Kenya’s recently published CX Excellence Maturity 2025 Report, 47% of businesses claimed that positive customer experience outcomes led to higher revenue. But this principle is not exclusive to business. More than ever, it is becoming clear that citizen-centered service is essential for effective and inclusive public service delivery. The idea of public service as a mere delivery mechanism is fast evolving. Today, there is growing recognition that how services are delivered matters just as much as what is being delivered. Citizens not only want efficient service; they want to feel heard, respected, and treated with dignity.

The CX Excellence Maturity 2025 Report by the Institute of Customer Experience (ICX) also indicated that 61% of businesses intentionally invest in staff training to better understand and meet the needs of their customers. This signals the value of soft skills, empathy, communication, and responsiveness in shaping positive experiences. The same logic applies to public service. Public servants must be empowered with both technical skills and the human competencies that foster trust and connection. This includes emotional intelligence, active listening, and the ability to solve problems with clarity and compassion.

While mindset and training are important, strategy and structure play an equally critical role. A customer-centric approach must be embedded into public institutions’ strategies, at the national and local levels, through clear performance standards, routine feedback mechanisms, and transparent monitoring of outcomes. This is more than just efficiency. It is about ensuring public services remain responsive to changing citizen expectations. It is also about creating a loop where insights from those we serve can meaningfully shape policies, programs, and operations. Goals for service improvement must be in line with public expectations and governmental regulations, and advancements should be transparently shared. Equally, empathy must be institutionalized, not left to individual discretion. Citizens must feel that their voices are acknowledged and that services are continuously evolving to meet their real needs.

When services are designed and delivered with people in mind, the results go beyond satisfaction. Citizens who receive prompt, courteous, and helpful service are better equipped to contribute to national growth. Whether it is accessing healthcare, applying for business permits, or seeking educational support, positive public service experiences create ripple effects across the economy. Furthermore, using data from service experiences can help identify gaps in accessibility and equity, especially for marginalized communities. This enables targeted improvements and enhances financial inclusion, entrepreneurship, and employment opportunities.

Customer centricity isn’t just a front-office function, it’s a culture. It calls for collaboration across departments, alignment in purpose, and a shared vision of excellence. When every public servant sees their role as contributing to the citizens’ experience, the entire system becomes more agile, respectful, and impactful. This shift also requires ongoing dialogue and commitment, from senior leadership to the frontline, to create a public sector where every citizen interaction reflects the values of service, integrity, and responsiveness.

Prioritizing customer experience is not a luxury. It is a necessity, one that reflects the very heart of public service. When we treat each interaction as an opportunity to build trust and uplift dignity, we lay the foundation for a more engaged, confident, and patriotic society.

Read Also: Customer Experience Is The Wind Beneath Successful Business

Joseph Choge, the writer, is the Chairman of the Board of Directors at the Institute of Customer Experience, Kenya.