The customer is always right, right?

"Right or wrong, The customer is always right" A motto popularised by businessmen like Harry Selfridge and Marshall Field. It has become synonymous with Customer Success / Happiness over the years, but does it still remain true?

A simple search for 'The customer is always right' brings up an abundance of articles explaining why the motto has credit... The top five reasons include;

• Customers make or break a business
• Backlash is dangerous
• Happy customers multiply
• It's a benchmark for customer service excellence
• New revenue avenues

And whilst they're factually correct, are they true?

The expression is used by businesses who are willing to go to great lengths to satisfy their customers... but I'd like to flip the script. This attitude to satisfy at whatever cost has its place, and ultimately, customers are the blood that keeps the heart (business) pounding... but, in today's world, there's an argument that businesses should manage the situation and challenge the customer in order to assist them.

Some people say give the customers what they want, but that's not my approach. Our job is to figure out what they're going to want before they do. Steve Jobs

Some see arrogance, but ultimately, Jobs was spot on. Customers come to you for innovation, to take them from where they are, to where they want to be. In a world full of yes men/women innovation would be stifled.

In our heads and in our hearts, we all have understandings and experiences that lead us to believe that what we know is true. But, by challenging beliefs and bringing a different perspective to the table, asking the questions that reveal the pain points, is how to unlock true success.