Countries must be alive to the following experiences that they should subject their citizens and stakeholders to:
Random experiences: Zimbabwe is in the category that delivers sporadic experiences. The citizens are never sure at any given time of what kind of experience to expect when they engage various departments and agencies. Surprisingly the country focuses on tasks and delivery of services, without considering the citizens’ perspective in measuring their impact.
Therefore, you find plenty of ‘very busy people’ but of little impact in delivering value. That’s why the President is all over the map telling whoever cares to listen that ‘we are open for business’, yet few believe him.
At one end the President is preaching free and fair elections, at the other, the military component in the ruling party commissariat are threatening to unleash violence. On one hand the country is pushing the dawn of a new era mantra, and yet on the other, it unleashes soldiers to kick out informal business from the CBD, tear gassing students peacefully petitioning the government to honor fundamental education rights at institutions of higher learning.
Differentiated experience: This is the ultimate approach towards delivering an exceptional citizen centric experience. The countries in this category are few.
Zimbabwe under Emmerson Mnangagwa is a brand without shape and form, mainly because of the means with which the administration usurped power, a military coup. This makes it difficult for it to build consensus through building a brand that appeals to the hearts and minds of a people.
Brand Zimbabwe is without a Big Idea, where citizens endure random experiences.
By Tabani Moyo and Lenox Mhlanga for The Source.
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