December 26 often passes unnoticed in the Philippines. After all, the lechon is still here, and the holiday lull has settled in. But for Christians, it’s St. Stephen’s Day, a time to reflect not just on faith, but on how we serve others.
I’m reminded of this most Sundays when I take my 92-year-old mother to St. Stephen Church. Every other week, my elder brother takes her to his church. Sometimes she’s eager, other times, not so much, fatigue enters. Living with dementia, she finds comfort in the familiar, in the same pew, the same rhythm. It’s not always easy managing her wheelchair and tending to her needs, but it teaches me the meaning of service in ways words can’t express.
I often see families quietly helping elderly relatives get settled in the pews: adjusting shawls, offering a hand. It’s the kind of service that doesn’t need to be recognized because it’s authentic. And that’s what good customer service is, too. It’s not about following a script or hitting targets; it’s about being there for someone, even when it’s not easy.
When Service Means Inconvenience
Take St. Stephen, for example. Chosen as one of the first deacons, his job wasn’t glamorous. He ensured food was distributed fairly to widows in the early church, those who were often overlooked. His service wasn’t about convenience; it was about sacrifice. And that’s where modern businesses can learn a lot.
In today’s world, we often praise speed, automation, and efficiency. But sometimes, real loyalty comes not from providing convenience, but from inconvenience done with care. It’s the manager who stays late to help a stranded customer, or the founder who calls a buyer personally to fix an issue. The greatest bonds aren’t formed when things go smoothly, they’re formed when we inconvenience ourselves to make someone else’s life easier.
Humility and Authenticity in Service
Stephen didn’t seek accolades. His service was quiet, humble, and unwavering. It was consistent, not because it was easy, but because it mattered. In business, humility should ground us. It’s the humility to listen, to admit when we’ve made a mistake, and to treat every customer like they matter not because of their transaction, but because they’re human.
This humility is crucial for any business that wants to succeed long-term. It’s easy to get caught up in efficiency, but in the Philippines, where pakikisama and respect are central, humility is what resonates. Whether you’re a call center agent or a company CEO, service that comes from humility builds trust. Trust builds loyalty. And loyalty leads to long-lasting relationships.
Empathy Beyond the Transaction
Stephen’s empathy was rooted in his understanding of those he served. It wasn’t just about what they needed physically; it was about their emotional and social context. True empathy in business requires cultural literacy. In the Philippines, where values like utang na loob and family are deeply ingrained, service has to meet people where they are.
Empathy is not a one-size-fits-all solution. It means knowing the stories behind the numbers. It means seeing customers as humans, not just market segments. True service involves understanding the context, the emotional need, and the bigger picture.
Care Over Systems
I’ve always believed that care is the heart of any service. Stephen didn’t rely on a manual, he simply cared for the people he served. Modern businesses, on the other hand, often rely on systems and processes to ensure quality service. But no amount of technology can replace genuine care.
Take a smile from a teller. It can make a frustrating wait feel a little less frustrating. Or an apologetic driver who owns up to a mistake, that’s the kind of service that sticks. And the opposite is true too: no system can save you from the coldness of an indifferent employee.
Service must always come from the heart. If the heart is missing, the system doesn’t matter.
Courage in Service
Stephen’s courage wasn’t loud; it was steady. It wasn’t about grand gestures but about staying true to what was right, even when it was hard. In business, courage often looks like admitting a mistake before the customer notices, or choosing what’s right over what’s profitable.
Courage isn’t always loud; sometimes it’s about quiet decisions that ensure trust and fairness. It’s knowing when to stand firm, even if it costs you.
Service with Strategy
Service is not about saying yes to everything. Marketers and business leaders must know when to say no. Real customer-centricity isn’t about over-accommodation; it’s about making decisions that create lasting trust, decisions that balance care with sustainability.
It’s about knowing when the best service is saying “no” for the long-term benefit of both the customer and the business.
Faithful Service as Brand Strategy
The best brands don’t rely on flashy ads or promotions. They’re built on service. Every act of genuine care becomes part of the brand’s story. Customers might forget your discount, but they’ll never forget how you made them feel.
In a world where automation dominates, sincerity and care are the sticky differentiators. If you can get that right, it might just be the ultimate marketing advantage.
A Tribute to All Who Serve
As we reflect on St. Stephen’s example of faithful service, let’s take a moment to honor those who serve on the frontlines. The call center agents who take calls during holidays, the delivery drivers who miss out on family time, and the police, military, and field workers who sacrifice their own time for the convenience of others.
These people serve without fanfare, absorbing the frustrations of customers while offering solutions. They make our lives easier, even when it means inconveniencing themselves. And for that, we should be forever grateful.
So, to all who serve, thank you. We see you. We appreciate you. And may the spirit of St. Stephen bless you and your families, as you continue to bless us with your selflessness.
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Josiah Go is a three-time record-breaking, best-selling author of 20 books on marketing and entrepreneurship, all written within the Philippine setting.
