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Is the Customer Always Right?

Guest post by: Jessica Swanson

Article Overview: Learn the importance of customer relationship.

Is the Customer Always Right?

You’ve heard the old adage: the customer is always right. You can take that stale, old advice and throw it straight into your circular file because if you have customers, then you know that they come in all sorts of shapes and sizes.

They can be enchanting, funny and utterly delightful. Or, they can be hostile, aggressive and impossible to please.

Obviously, if you’ve dealt with a difficult customer, you know first-hand that they’re not always right. And, sometimes there are just plain old wrong.

But, here’s the problem. Research suggests that your customers are going to share their experiences (good or bad) about your small business with their friends.

Here’s how it breaks down:

• When you do a GOOD job, your customer tells 3 people.

• When you do a GREAT job, your customer tells 10 people.

• When you do a BAD job, your customer tells 25 people.

• When you get into an ARGUMENT, your customer tells 50 people.

So, even if the customer is wrong, it’s pretty obvious that you need to do everything in your power to avoid getting into an argument.

Here are a few ways to keep the peace when dealing with an aggressive customer:

1. Remain in control

No matter what, stay in control. Your customer may be ranting and raving like a lunatic, but don’t let their actions antagonize you. A calm, professional approach can actually rub off on your customer and cause them to become a picture of tranquility. (Although, this isn’t always the case!)

2. Be friendly

If you’ve just been called a nasty name, it’s pretty hard to feel friendly. But, if you want to keep the peace (and remember, you do want to keep the peace), then you’re going to have to pull out all the friendliest tricks that you know.

3. Never argue

Customers often vent their frustrations about a product or service without having a solution in mind. Listen and allow the customer to vent; oftentimes, just the fact that you listened is enough to make the customer happy.

4. Cut ties if necessary

If all else fails, sometimes it’s necessary to cut ties with your difficult customer and part ways. You might lose a customer in the short-term, but you’ll most likely be much happier in the long-term. Those difficult customers can literally suck the life out of a small business.

Obviously, your customer isn’t always right. But, it’s your job as a small business owner to step-up to the plate and be the bigger man or woman for the sake of your small business.

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Article Tags: Jessica Swanson, relationship marketing, shoestring marketing, small business marketing



Related Forum Posts
Re: Two Useful Books To Help You Focus On The CLIENT - Hi David, To add to your thread, I'd like to recommend Jonathan Tisch's "Chocolates On The Pillow Aren't Enough: Reinventing The Customer Experience". Tisch's book includes content on "Welcoming Customers", "The New Art of Customization", "The Challenges of Customer Diversity" and "Offering Something Extra to Your Customers" to name a few.
Re: Paypal process $315 million in payments per day. - I agree with you David, their Customer relations suck. This mean other payment systems like 2CO and WORLDPAY should work on their customers relations to take more slice of the market.
Re: Welcome to Entrepreneur University! - Hi Evan and GT, Can you clarify? If you join the "Preferred Customer" you are not entitled to commission? Why? This is the the $79.95/month account, I don't understand why you are not getting commission from it?
Re: Email Marketing Benefits - Robert, Many lists consist of more prospects than customers. Customer lists are the best, but they are created because prospects successfully transform into customers.
Marketers, Learn What You Can, Cannot Control Online - I am a Customer Service Representative in my company so naturally every once and a while I get angry customers fed up with my companies policies. Oh! I remember one day on my way home from school I was walking by a gas station and there was a man with a huge cardboard sign outside a small car mechanic business telling people not to go there because they are crooks. I am pretty sure they lost tons of business. I know my mama kept away from there after I told her about it. I found it pretty funny. I wonder if the guy got arrested or fined though....


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