The Tribune

The expression that the “customer is always right” is central to customer service, but is it always applicable to every situation? While it is essential to prioritise the customer’s satisfaction, it is also important to not waste resources through becoming sidetracked by this goal.

One prominent business owner voiced a strong opinion on this topic, saying: “We often talk about bad customer service, but sometimes we overlook how bad some customers are. Customers often use the excuse that their money is what keeps businesses open, but spending money is not an entitlement to be rude or degrading.”

It is important to respect employees, including waiters, cashiers and others. Moreover, it is not the employee’s responsibility to tolerate rude behavior with a “smile”. Surely this businessman’s view is something to think about. The customer is always right? What does it mean and why does it matter?

While “always right” typically translates to “never being wrong”, know that customers are not going to be right in every situation. Simply stating “the customer is always right” does not make it factual or accurate just because someone said it. It is also important to note that a customer service representative taking ownership of a mistake that the business is not responsible for is a slippery slope. Nonetheless, this should not deprive customers of receiving the appropriate service they are entitled to.

It has always been my view that customer service interactions should never revolve around who is right or wrong. Rather, the discussion should be guided towards a path that yields the best results. In practice, this may look like:

• Redirecting the conversation towards a more achievable solution.

• Acknowledging frustrations if any exist.

For example: “I understand your frustration. However, I think we should consider ‘X’ as an alternative solution.” Even if a customer is technically not correct, maintaining a customer-centric culture is crucial to achieve a balance. Realigning the customer’s unrealistic expectations can sometimes provide an in-depth insight.

Nevertheless, a customer’s haughty behaviour is still not acceptable despite years of patronising a business. Respect should be shown on both ends. Appreciate that while all customer experiences vary, it is my view that this customer-centric ideology phrase is very much outdated and no longer relevant. In fact, there are good reasons to ditch this century-old business mantra.

Employees support

Having a “customer is always right” attitude can negatively impact the morale of your customer support team. These unreasonable customers not only display this behaviour at your business but others as well. They are hard to manage and, despite your team’s best efforts, a positive outcome is not always possible. Bad-mannered customers impact your valuable employees. Should they suffer such abuse with zero support from management?

It is apparent that, if certain groups of customers feel this cliché works in their favour, they will regard it as a limp card to override your policies. Not good.

All customers are not worth keeping

Identify what makes good business sense to ensure the success of your company, This means it sometimes it may be in the best interest of your business to cut your losses and let rude customers go. Accept that all customers are not good customers. When is it time to let them go? You will know by applying the Pareto principle, known as the 80/20 rule: Customers that are instigating the most headaches.

Satisfying every customer

If a business is working under the assumption that they can satisfy every customer 24/7, it will soon be revealed that this is a fool’s errand. The answer to this is ‘no’ and, to combat this belief, businesses should shift this customer service mantra to “the customer is sometimes wrong”. Bottom line: Offer rude customers the option to play the “customer is always right” card elsewhere.

Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

Deidre M. Bastian is a professionally-trained graphic designer/brand marketing analyst, international award-winning author and certified life coach.