Short Story
BY JOSEPH SOBOKA
Weizero Asmarech and Ade Magartu live in the same neighborhood. They are intimate friends and share secretes as they go to the market and everywhere else. In public appearance, they are inseparably seen together. If one is somewhere, the other one is definitely there, too. People often refer to them the inseparables. Most of the time, they wear the same type of clothes and the same color taste. They are more of almost similar physical stature except that Ade Magartu is a bit taller.
One day, as they were going to the market, “Something bothers me very much,” said W/ro Asmarech looking down on the road as if trying to avoid her toes dashing against stones jutting here and there.
“What could that be?” asked Ade Magartu expecting her friend to raise her head and look at her. “You know, we both live in a poor neighborhood where people find it extremely difficult to piece ends together,” said Wro Asmarech, now looking at her friend.
“You are right. For instance, my husband gives me some money for our monthly food and other expenses. Yet, the money cannot buy half as much as expected,” greed Ade Magartu.
“What costs fifty birr, but if you go back to the shop or market the next day, the same item costs is jacked up to fifty-five to sixty birr overnight,” said Wro Asmarech with bitterness. Ade Magartu was not in a different mood either, in fact she was more affected than her friend. ”Why are almost all merchants so such cruel to their fellow citizens? Is it true that the current high cost of living is due to the situation in Tigray?” asked Ade Magartu.
“Of course, what else do you think these merchants can say? It is just their usual lame excuse and irrational justification for their self-seeking greed. Something can be justified as long as it is tight, reasonable or proper,” tried W/ro Asmarech tried to reason out.
“This is not what is expected from them particularly at this time. Shame on them; when the country is in such national crisis, how come they unfairly and mercilessly exploit their fellow citizens?” Ade Magartu asked. “The whole scenario shows as if they are bent on arousing the people to complain and rise against the government,” boldly pointed out Wro Asmarech. It was a long distance trip to the market. They had all the time in the world to pour their hearts to each other. Thursday is the market day in that part of the country.
Many people, big and small, young and old and males and females were flocking to the market place. These comprise sellers, buyers and those who go there to meet their friends. Sales items are carried on the back of the people and beasts of burden. As these people hurry forward, their voices sound like a big fountain down the hill.
Each of the different groups was engaged in the discussions of various topics out of which the high price of food and other consumable items stands out. Ade Magartu and Wro Asmarech could over hear some people talk about what is making living very difficult for people as of late. “The crisis we are going through at this time affects not only a single person or a group but every one of us living in this country,” said one person. “You know,” he said in addition, “it is a common tragic phenomenon of the time in which no single person is left out; it is what is shaking the nation as a whole.” Another guy said, “The nature of the erroneous business transaction between the businessman and the customer is not limited only to food items in the market but it embraces everything from medicine, transportation to hotels and the like. Good venders and service renders are all headlong into the avaricious profit-making crime without any restraint.” “This is all in the name of Tigray crisis created by the terrorist junta; but it is far from reality. It is no other than economic sabotage by the supporters of the junta hidden here and there in the business sector,” added the third person.
Ade Magartu complained, “Everything these people are saying is beyond my ability to grasp. What’s it all about?”
W/ro Asmarech, after a brief contemplation said, “Merchants should know how to help their customers outlast the prevalent crisis. Under normal business ethics, they should preserve their bonds with consumers.”
“How can they do that? As I see, merchants in our country least care for their customers. Hoarding money at the expense of their customers is their primary concern,” said Ade Magartu.
“That is the core of the matter,” agreed W/ro Asmarech. “Furthermore, if they mean to honestly serve their compatriots,” she said, “they should humanize their company, educate about change, assure stability and tackle the future.”
“With my limited knowledge I can assure you that,” said Ade Magartu, “these strategies, I believe, can provide guidelines on what to say and what not to say to consumers during sustained crises. The strategy emphasizes making current and potential customers aware of their company’s plan for supporting them and providing new value that they might require.”
The writer believes letting consumers know that their company understands the dire social circumstances at play and cares about more than simply reaping profit during this difficult time. They should empathize with those affected by the crisis, and spell out the steps they are taking to help customers, employees, and other stakeholders. Their company’s social media sites and customer mailing lists are ideal vehicles for doing this.
“At this critical time,” said Wr/ro Asmarech, “financial institutions should forgive upcoming payments. That’s a great way to promote trust and goodwill. In this manner, customers are cared about both their physical and financial health during a time of the crisis, and reinforce loyalty after the crisis lifts.”
“It is true,” said Ade Magartu, “in communicating to their customer about what they can offer them, keep their message brief and classy. Although consumers certainly care about the “softer side” of their business, don’t overplay it. Ultimately customers will care most about the value they create for them.”
“Also,” said W/ro Asmarech, “expressing too much empathy could come across as insincere and blend into the soundscape of other companies saying the same things.”
“The other thing is educating consumers about how to interact with their company.’’
Tell them about all changes to their operation, including new hours, facility closures, staff reductions, customer service availability, and ordering options, among others,” emphasized Ade Magartu visualizing hope in the good relationship that can be created between merchants and the customers. “Not only that, but also while they can reference the government’s regulations that necessitated these changes, it’s far better if they are viewed as being proactive and motivated by their customers’ best interests,” said W/ro Asmarech with a broad smile of satisfaction on her face.
“If at all they think the sky-rocketing cost is linked to the war in Tigray,” said Ade Magartu, “it is not a direct one. It is the sympathizers and supporters of the junta residing in Addis Ababa and other major cities whose motives are to cause social unrest. These groups are stashed in various business sectors and they design devastating schemes to thwart the economy of the country.” “That’s the reality,” emphasized W/ro Asmarech, “they suddenly jack up the cost of particularly consumer’s goods and it keeps rising to the people against the government.” “To the ordinary person like me, their vicious initiatives appear as if their objectives have been achieved,” said Ade Magartu.
“It is announced in the news that the government is doing everything possible to prove to the people that the wrong notion of trying to relate the issue to the war,” pointed out W/ro Asmarech.
Somewhat agitated, Ade Magartu added, “The government is taking drastic measures to bring the perpetrators to justice; as a result over one thousand are arrested and the investigation is underway.”
“The other day a person told me that many shops and hotels connected to the crime have been closed. Furthermore, the Ethiopian Federal Police Department has promised incentives for those who expose the perpetrators,” said W/ro Asmarech.
“The severity of the situation is such that in my family, we have drastically cut down our fruit intake, for instance banana, the major nutrient input for health is missing in our diet as it costs forty birr a kilogram,” said Ade Magartu angrily.
All in all, nothing remains static; the dynamics of the circumstance calls for additional intervention before the criminals get away with their crime.
The Ethiopian Herald August 28/2021
