Is The Customer Always Right?
In short, yes... uhm well, no... maybe sometimes? O.k., so you
might have gathered by now that there is no "short" answer.
Anybody who truly believes that the customer is always right
hasn't really given this policy much thought.
When was the last time someone came into your business, or
called on the phone, or better yet emailed you with a throbbing
case of the nasties? Our business is located just outside of the
city with a bus stop in front. We also own several niche market
web sites. Do you suppose we get our share of interesting
characters?
Somehow, this philosophy/policy of, "The customer is always
right" has been branded into the consumer's psyche and
repeatedly shoved in the face of business owners, managers, and
employees. Having worked in Law Enforcement for several years,
we're taught by our instructors and leaders to consider "the
spirit of the law" versus "the letter of the law." These
considerations dictate whether or not the cop is going to give
you a ticket for going 5 miles over the speed limit. If we're to
follow the "letter of the law," we're going to go by the book
each and every time without exception. It's the "spirit" that
allows us discretion to listen to a creative story of how your
lover caught you with your spouse again and "thank God you're
here to protect me, Officer... and that's why I was speeding. I
was trying to get away!"
Shouldn't we, as business owners and managers, have that same
option of discretion when a less than reasonable customer
approaches chanting that misguided mantra? Now, of course, this
is not to say that we should not recognize our positions as
"authority figures" and practice a higher degree of
professionalism, diplomacy, and tact. All of which are vital to
your business. Professionalism is the difference between giving
the appearance of genuine concern, and wrapping your knuckles on
someone's forehead to see if anybody's home. Diplomacy is being
able to give your customer the perception that you owe them, and
have provided them with, an apology by stating something to the
affect of, "I'm sorry you feel that our policy has
inconvenienced you." instead of actually apologizing and
admitting fault for something that your company is righteous in
maintaining. Tact is being able to tell your customer that it
appears that your (policy, sign, product, etc.) was simply
misunderstood without having to tell him/her that they're a
complete moron.
Now, I'm also not condoning never admitting fault or accepting
responsibility for genuine wrongs and doing everything within
your ability to correct them. And there are schools of thought
that strictly forbid admitting fault. Their mantra? "Better to
ask forgiveness than permission." However, by the very nature of
such an absolute statement such as, "The customer is always
right," provides people, who for no other reason but a sense of
entitlement, a free pass to come into your business with the
expectation that they're going to be able to conduct themselves
however they wish. This includes treating you and/or your
employees with utter disrespect and rudeness. As a result, our
employee attrition rate is relatively low because we allow them
the discretion of practicing professionalism, diplomacy, and
tact. Fortunately, most of our clientele allow us the
opportunity to provide them with genuine friendly service and
resolve any issues with a mutually beneficial outcome.
Unfortunately, every once in a while, you come across a
customer, who no matter what extraordinary efforts you deploy to
appease, is simply unreasonable. With that, you must then make
an executive decision and these are just a few questions that
should be considered in rapid-fire succession almost
immediately. Is this customer worth keeping? How adversely will
kicking him in the pants affect my business? Am I able to
resolve this issue with little impact on my business or bank
account? Am I going to diminish my employee's sense of
empowerment and/or sense of dignity by overturning their
reasonable decision? I'm sure there are other considerations
that you're likely to make, but these are the very minimum.
Incidentally, the person responsible for us having to endure the
phrase, "The customer is always right." was a gentleman by the
name of H Gordon Selfridge. Mr. Selfridge was the founder of
Selfridge's Department Stores widely known across the United
Kingdom. Perhaps Mr. Selfridge was stuck in the "letter of the
law," as he died insane and bankrupt. Food for thought.