In Uganda, one of the large utility companies has a predictable billing pattern. On the 17th of each month, meters are read. By the 20th, a text message arrives:

“Your account balance is 61,600. Please settle your bill.”

If you don’t act immediately, the tone escalates:

“DISCONNECTION NOTICE FOR NON PAYMENT: Dear Customer, This is to inform you that your acc balance is 38,551 and our team is on ground this morning. Please settle your bill to avoid disconnection.”

This message repeats,  again and again, until payment is made. And then… silence. No “Thank you,” no “We’ve received your payment,” no “We appreciate your loyalty over the last 20 years.”

Just silence.

This isn’t just a utility story. It’s a service experience design problem.

Why This Matters

Communication, even automated communication is a relationship touchpoint. Every interaction either builds trust or erodes it.

When messages are purely transactional, they communicate: “We care when you owe us money, not when you’ve paid.”

When messages are designed with service etiquette, they communicate: “We value your business.”

How This Could Be Better

Imagine if the interaction looked like this:

• Before payment reminder:

  “Dear Raymond, your current balance is UGX 61,600. You can pay via Mobile Money (*XYZ#). Thank you for always keeping your account up to date.”

• After payment:
  “Thank you for your prompt payment of UGX 61,600. We appreciate your loyalty over the years.”

• For long-term customers:
  “As a valued customer for 20+ years, we’re grateful for your continued trust. Your reliable payments help us serve you better.”

These small design choices change how a customer feels and how they talk about your service to others.

A Systems Lens on Service Experience

Customer experience doesn’t end with technology. Automation without empathy can turn efficient systems into cold ones.

Utility companies, banks, telcos, and even government agencies can build relationship-centered communications that:

• Reinforce trust.

• Strengthen loyalty.

• Turn routine interactions into brand equity.

Closing Thought

In service design, every touchpoint tells a story.

The question is: what story are your messages telling about your organization?

Let’s reimagine service experiences that build loyalty, not just compliance.