Is the Customer Aways Right?
The phrase “The customer is always right” became popular in 1909 when Harry Gordon Selfridge, the founder of Selfridge’s department store in London, started using it. It is typically said by businesses to convince customers that they will get adequate service at the company. It is also a way to convince employees to give customers what they want. Of course, these entrepreneurs did not completely agree with this phrase. What they wanted to accomplish was to make the customer feel special, even in situations when they were not right.
Companies exist to serve the customer so if the customer is complaining, then it is the company’s fault. The customer is the single most important person in your business and without them, there would be no business. They are entitled to behave in whatever way they like and, if they do not like the service you provide, they can always choose to go somewhere else. That is why companies should treat them like family. As a business you want your customers to return as well as feel welcomed and appreciated. Many businesses lose sight of this fact when they become wealthy, not realizing that they can lose everything without loyal and loving customers.
Research suggests that attracting a new customer costs 5 times as much as keeping an existing one. Because of that, companies should focus on providing an equally good service to all of the customers, not only the new ones. It is very easy to lose a customer – all it takes is one simple mistake – but to keep an existing person loyal to you takes so much more. Put yourself in the position of the customer and treat them as you would want to be treated. The better you are to them – the better off your business will be.
There may be times when a customer is clearly wrong. However, a great company will always act like he is right. Clients approach companies with their needs and you have no right to say that their needs are wrong. Everyone should be treated fairly, no matter if you think that they are right or wrong. If a business loses one customer, it means many potential customers that could be introduced by him will also be lost.