Is the customer always right?
This is a guest post by Yolanda Facio from Red Hot Momentum.
Yeah right.
Here’s the thing, it all started in the very, very early 1900’s like 1908-ish. Marshall Field’s department store in Chicago began to use the mantra “the customer is always right” as a marketing tactic. The idea was that at Marshall Field’s the customer was always right and, of course, the place you wanted to shop.
So how did a marketing slogan become a mantra for customer service? And more importantly, why?
I don’t have an answer. But I’m going to assume that over time stories change, meanings change and it simply stuck. Perhaps it’s the fact that customers outweigh shop owners in number and customers like the slogan because it takes their side.
Whatever the reason, it’s false thinking.
Sure, you might think it matters. You might think that if you don’t please every customer you can’t possibly be in business. You might even think that it is an undocumented customer service law that says you must make customers happy.
I’m here to tell you, stop now. Stop thinking that if you go above and beyond for every customer your business will stand out, be the best, etc.
Not true.
The more narrowly focused your business the more successful. Narrowly focused businesses don’t abide by the general rule ‘the customer is always right’. Instead they abide by a much more sophisticated rule: my ideal customer deserves a 110% everyone else can, well, leave.
There are lots of customers who make it their goal to get as much as they can for as little as they can. Want to be miserable? Then take on this customer, make them right, give them everything they think they deserve. I guarantee you’ll be miserable in no time.
Why not reduce the misery? Why not assume that the business owner is always right?
The business owner is always right when he/she determines who his ideal customer is and deals only with them. The business owner is always right when he/she demands that customers obey the rules of doing business with them.
Scary? Sure it is at first. But you can’t serve everyone, why would you want to. You can’t make everyone happy, why would you want to.
Look I’m not saying that if a real problem exists you shouldn’t do what is necessary to make a customer whole. What I am saying is that the customer isn’t always right for you and your business.
If you charge premium prices, a customer looking to score a deal isn’t for you. If they came to your business trying to negotiate pricing with you, would they be right? And, if they are, what message is that sending to every other customer who just paid full pop?
If you provide an upscale service will you do so at Walmart prices just because one person complains?
If you work on Bentleys, are you going to service a Chevy just because they showed up?
The reality is this: the customer isn’t always right… for you.
That’s right, it is ultimately about you. You are the core of your business. You are at the heart of your business.
My customers keep coming back because they know what to expect. They know that no matter what I will tell them exactly as it is, infused with as much humor as I can manage because nothing, no situation, is perfect. They expect to get the “character” that is Yolanda, along with great service and above and beyond care.
Yesterday, I went to pick up a customer’s Boxster at his office. His office manager said something that made me laugh out loud. He came out of his office laughing, “I knew you were here!” I said, “was it that no so subtle cackle of a laugh.” He laughed and said, “and that is why we love you!”
I’m not one to hold in my laughter… why? It’s me! It’s really healthy. And, more importantly, it indicates to people around me that I love what I’m doing and I’m having a great day.
Yes, that is why they love me.
And it is exactly how your customers should feel about you.
I the customer always right, maybe, but absolutely not every customer is right for you!
Weigh-in – Do you think the customer is always right? Please enter your thoughts and comments below.
Yolanda Facio will help you take charge of your business and life. If you are ready to Join the “take charge” Revolution then you need thE mEAniE mAnifEsto! Get your Free copy HERE!
Hi Yolanda,
There’s a problem with that saying in that many people (as you rightly point out) assume that it implies that every possible customer is always right. That’s false economy.
Your post reminded me of an old saying that comes from poet John Lydgate, later adapted by President Lincoln, I think, which goes:
“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time”.
Guess we need to be clear on who our ‘some of the people’ are and focus on them.
Adrian
That’s really good advice Adrian. Thanks for the comment!
Well said Adrian! As biz owners, especially new biz owners, we get caught in the trap of thinking that we need to work with everyone, make everyone happy and comply to every customer request.
Clearly wasted energy. Focus on the right people, the one’s who give you a reason to love what you do. It is far more rewarding and generally more profitable!
y
Customers rarely know what they want, so how can they be right? 😉
I spend a lot of time filtering to get to the right customer, and when we find them they stay with us for years, I like to think it’s because we are the right fit 🙂
But when we started out, it was a different story – every customer in my mind was the right one, every one was going to make a difference.
Yolanda,
It is funny, my immediate gut reaction was to say that it WAS true. But what you wrote actually made sense. Of course I think “Ideal” customer opinion should be taken very seriously.
“You will take it my way or go elsewhere” is not a good strategy in a competitive marketplace. But you are right that it is an impossible job to please everyone and attempting too is just likely to ensure you please no one.
The purpose of committing to the mantra ‘the customer is always right’ is to instil a good attitude towards the customer amongst all staff. Literal interpretation makes no sense. This is an entirely separate issue from arriving at a target market as a result of the marketing planning process.
I also found this article difficult to follow, one sentence in particular; “They know that no matter what I will tell them exactly as it is, infused with as much humor as I can manage because nothing, no situation, is perfect.”. Perhaps, it would be good advice to get an article reviewed before publishing, after all anyone could be reading this.
It really depends on what sort of business you’re in. A lot of businesses welcome any and all customers with open arms, no matter how difficult they may be – others can afford be selective with their client-base. I think you answered your own question when you said “If you charge premium prices, a customer looking to score a deal isn’t for you.” The kind of customer you are willing to accept depends on the nature of your business.
Alex, I understand what you’re saying. I once worked with a client who was very demanding but because they were so demanding they were immensely profitable. I think the key is to work out what business you’re in and targeting the types of customer you want to work with. After all there’s no reason why you or your staff should be abused by your customers, that’s not good for anyone.
Thanks for the comment, Matthew
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