You have probably all heard the quote, “The customer is always right.” I would like to point out that those words are only part of the quote. The full quote is, “Right or wrong, the customer is always right.” Marshall Field knew that there is no way that the customer can always be right. But, he also knew that they should be treated as if they were right.

One of my favorite stories about this way of thinking in action is about an elderly man who brought some tires to a store to return them. He was seen by the store owner at the service desk in an argument with a clerk. The store manager came over to see what the problem was. The man told the owner that the clerk would not give him his money back. The owner apologized for the misunderstanding and gave the money to the man.

The clerk told the manager that they didn’t even sell that brand of tire so the man had to be wrong. The owner said that he knew they didn’t sell that brand. He then explained that the elderly man was the father of his biggest client. He knew that the man would tell his son about the experience in the store and that he would keep a valued client. The client would bring in far more money than the cost of the tires.

Now don’t think I mean that you should let customers abuse you or your employees. Not every situation can be handled like the story above. Sometimes you will get a customer that you will never be able to please. In this situation it might be necessary to “fire” the customer. But, always treat them as if they are right. Never yell or mistreat them because this could lead to loosing other customers.

Tags: Marketing //