Is Your Customer Always Right?
The 1909 phrase “the customer is always right”, coined by Harry Gordon Selfridge, founder of the Selfridge department store in London, has been adopted as both a statement and mission for innumerable companies all over the world. However, this motto, drilled into every young employee, retailer, and hospitality worker’s mind can have a negative effect on your business, employees, staff, and customers. The truth is, the customer is not always right, but they are also never wrong. Our past mistakes have brought us into an era of Customer centricity in which the consumers completely drive the marketplace. Companies tailor their processes, people, and products around the expectations, needs, and wants of the customer. An excerpt from an article, written by Randy Brandt entitled “Marketing Insights” says it best, “The purpose of business is to create and keep a customer.”
The Importance of a Customer
As we all know, exceptional customer service is important to the overall health of your business. Building relationships with your customers through authentic communication that is human-centric leads to customer loyalty. It’s no longer about the message the company conveys to the customer, but what it can do to satisfy them. Loyalty is key and when agents are working on a resolution and establish a communication dynamic with the customer, they work more effectively together.
Paul Gordon, Senior Vice President of Sales at Rymax, states, “Consumers love great customer service, and with that said, businesses should never settle for “good” and should always strive to exceed expectations. With great service comes the potential for ancillary sales and in a cluttered communication space, referrals to grow the business.”
Humanizing the brand is key as majority of people would prefer speaking to a human being rather than struggling through a customer service answering machine. It is easier for customers to voice frustrations and develop solutions tailored to their needs with a physical person responding at the other end. Don’t let your customer loyalty diminish because of poor customer service.
Customers drive business and while they are not always right, they are also never wrong. As those expecting payment, it is our duty to listen to our customer and tend to their needs despite our own beliefs and opinions. More than any other factor, the service you provide your clients will either make or break your business and it is imperative to be cognizant of that. Even if the issue was not necessarily your company’s fault, you have the opportunity to try and retain a customer who chose to try your services and/or products.