What is the Customer Always Right About?

The adage "the customer is always right" is, to put it lightly, wrong. When your customer thinks you had a price that wasn't offered, or your employee made a look they never made, or that they were told something they were never told, they're wrong. Customers are people, and people are not infallible.

But while the customer may not always be right about everything, there are several things the customer is always right about, and these need to be considered as you look to put your research into action. These include: Their Emotions Your customer cannot be wrong about how satisfied they are with your company. It doesn't matter how or why they reached that level of satisfaction – it may have been due to problems they themselves created – but their satisfaction can never be wrong.

So when you receive their satisfaction scores, you need to assume that they are an accurate reflection of what is occurring within your business, because it is. Their Shopping Process People shop in different ways, and how a customer shops is unique to them. Once again, the way the person shops cannot be wrong, so as you develop a customer lens, try to learn more about the different personality of shoppers.

If you find that someone's experiences and thoughts do not match what they claim, it can only be because you did not ask the right questions. Their Needs It's possible for customers to want something they didn't know they want.

But it is not possible for customers to not need something they think they need. When you create and offer products and services, the functions, features, and items that the customer believes they want are indeed something you should try to offer, because the customer cannot be wrong about what they need.

All of your research is about trying to understand your customer better. It's not enough to simply research the customer. You need to take the results of that research, understand them, and find ways to put that into action.

You need to know that the customer is right, and respond accordingly. Customers are not always right about everything, and it's possible for a customer to be wrong about something that goes on in your store.

But there are a few things the customer cannot be wrong about, and the above list represents the most important ones.