The Customer's NOT Always Right!

"The customer's always right!”

I'm amazed at just how often I hear those words coming from the mouths of otherwise smart, logical people who run successful businesses. And even more amazingly, they actually think they believe it, too!

I've heard supposed “certified experts” in CRM (Customer Relationship Management) use that tired old chestnut as the primary theme of high-priced, long-winded books, CD's, seminars and lectures. They tell you all about how “the customer knows best” and how we all need to “mine the customer's mind” if we hope to build Customer Relationships.

Not me.

I've worked with too many customers in too many situations for too many years to fall for that one. And I've been a customer who's been wrong, or said or done the wrong thing way too many times to even pretend to believe that I'm always right.

I have little patience for and even less desire to do business with companies who don't understand that.

No, the customer isn't always right...but the customer is always the customer and the reason we are and can remain in business!

This is a critical distinction. It means that while we must always treat customers with courtesy and respect, we can disagree with them when they're wrong. It means that we have a right to bring our expertise and imagination to the table. It means that we can demand that the customer gives us and our people the same respect and courtesy we give them and theirs.

Of course this doesn't mean that we need to go out of our way to highlight their ignorance (or demonstrate your superiority) or embarrass them; that's no way to build a solid customer relationship. It does mean, however, that we are obligated to use our “superior” knowledge and expertise to serve their best interest. It means that sometimes we must risk alienating (or even losing) the customer by correcting their serious misconceptions. Sometimes, their understanding is more important than our income.

This approach to the customer relationship has implications in other areas of our business, too. It should color how we build our products, how we deliver our services and how we work with our customers to meet their needs and solve their problems.

Healthy relationships are two way affairs. Both parties need to recognize and accept the other's strengths and weaknesses. Both parties need to acknowledge that the other has a right to their point of view.

And that's pretty much it.

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If you need help convincing your customer (or your boss) that it's OK to disagree with a customer, contact me. I'd be happy to help. Leave a comment here or e-mail me at: TomFawls@Council4SmallBiz.com.