The Customer Is Always Right? Wrong.


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Is the customers always right? Does it matter? Every business owner or company manager needs to properly understand customers’ needs because future business depends on it. Isn’t it really the only factor when it comes to the success of the business?

If you can’t give what customers want, why would they keep coming back? At the end of the day, you’re in business because of you serve customers what they want. Your decisions as a business leader need to focus around customer wants and providing it, will keep customers coming back.

Is the customer really ALWAYS right?

It is a common slogan that “the customer is always right”. That’s just not true. Customer are wrong, a lot. Don’t kid yourself and say otherwise. Customers don’t read instructions, they don’t read Web site service or product descriptions, they follow instructions incorrectly, they break things. They’re often confused. In essence, the customer it NOT always right.

But! The customer is ALWAYS the customer. Wrong customers buy things. Wrong customers spend money. As business owners and business leaders, we want our companies to succeed. Business success involves selling goods and services to ALL CUSTOMERS, the right ones and the wrong ones. Because all customers spend money, we want them to keep coming back, right or wrong.

How much to you REALLY care about ALL of your customers?

We all love happy customers. We all love praise and positive feedback. We want to be recognized for the good things being done. All of that good and positive messages can become a trap. We can often get trapped into just loving the happy customer. We love the ones who are just positive, and wish the negative, problematic, complaining ones would just go away.

There is a real gem hidden in those complaints. The complaint and advice we get is very significant to the growth of your business. The response received from customers after offering a product or service will help your organization to know customers’ expectations and plan on how to improve it.

Negative feedback is the best place to start working to make your organization or team even better. Some people just never complain, they won’t say what bothers them, even if something really does. A customer complaint, expressed to you or not, is an opportunity for a competitor to take your customer. A customer who is bothered by something you do or don’t do, will leave the door open for someone else to try and meet their wants and needs.

Be open to the complaints, the negative feedback, the upset people. Show them you care, ask them to be involved in the process of making things better. Get ideas from them on what would make their experience perfect. Then get to work on making it happen. You’ll make yourself better, your team better, your product, good, or service better. And in the process, create loyal, committed, passionate customers who believe in your cause because they know you truly care about them, not just their wallets.

Right or wrong, you benefit from all customers.

There are so many benefits derived from customer experience management when properly implemented for a business. When you understand your customers’ feelings, aspirations and expectations, you are better positioned to motivate your service care team to perform to expectation.

Republished with author's permission from original post.

Flavio Martins
Flavio Martins is the VP of Operations and Customer Support at DigiCert, Inc., a leading provider of enterprise authentication services and high-assurance SSL certificates trusted by thousands of government, education, and Fortune 500 organizations. Flavio is an award-winning customer service blogger, customer service fanatic, and on a mission to show that organizations can use customer experience as a competitive advantage win customer loyalty. Blog: Win the Customer!


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