Whether you work in customer service or not, everyone has heard the old saying “The customer is always right.” Depending on your background, beliefs and age, you may hold this idea near and dear to your heart. And that’s okay, but this list is going to make you second-guess your business decisions. It is the 21st century, so here are four reasons why the customer is not always right.
You cannot sustain a business on this idea.
No matter how much you try to convince yourself, the principle that “the customer is always right” is not one used in long-term successful businesses. There is a lot you’re expected to do if you go by this principle. Unreasonable demands, profit concerns, inconsistent policies and staff resistance. Now, I am not saying to give customers the worst experience. They should feel happy and welcome. But if you act like a doormat, you’ll get treated like a doormat.
Customers don’t keep your business’s best interests in mind, you do.
Obviously, that is not their problem. Any business student knows the customer doesn’t care about your business. If you get shut down, there are eight other places they can go for your product. Customers are self-interested, prioritizing their own needs, wants, preferences and interests. If someone comes in expecting a 75% discount, that doesn’t help anyone but the customer. So, you need to know when it is okay to let a customer walk away with nothing.
There will be conflicts between management and staff.
Anyone who has worked in a place that enforces “the customer is always right” knows how awful it can make your work experience. Imagine having to deal with a “Karen” of a customer, and instead of your boss supporting you, you get scolded, embarrassed, sent home, yelled at, or worse, simply because Ms. Karen must have her way. Now you have a grudge against your boss, and so does every other staff member who has had this experience. Does not look great for Boss Man.
Your goal is to exceed expectations, not meet them.
Overall, the customer is not always right because they don’t understand the work that goes into making them happy. Businesses put policies in place that customers never even know exist. But these policies are made to enhance the customer experience. It is your job to create loyal customers, meaning you genuinely care about your clientele and the relationships you create with them. You know more about what your customers want than they do, creating sustainability and success.
Too many businesses run on the old “the customer is always right” policy. The truth is, they’re not. It’s important to remember that this does not mean the customer is always wrong, but rather that they may need a little guidance from the business. So next time you are dealing with a ridiculous customer, think of these four points to help manage the customer’s experience while also protecting the business’s best interests.
Ron C Reynolds
I owned a successful small business for 35 years and this article is spot on. One more thing as a "boss," always support an associate that is being abused by a customer.