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“The customer is always right.” Surely, the above statement ranks as one of the most overused sentences in the history of commercial transactions. Whether it is an old lady in a fast food chain requesting non-fat mayo for her Big Mac, or a man who wants to exchange his tux for a next bigger size, or a mother who wants to complain about the unsafe nature of a stroller’s fastening system, “the customer is always right” is a maxim that they can always resort to if they are to demand – if not justify – a particular request to the business establishment. Of course, the term is not to be taken literally. The customer is not “always” right. But the statement, as it currently is, is far catchier than, say, “the customer should think that he’s always right.” The phrase “the customer is always right” was actually conceptualized in the late 19th century. It became a byline for Marshall Field’s Department Store, one of Chicago’s landmark institutions, though it was renamed as Macy’s in 2006. It wasn’t meant as a policy. Rather, it was meant as a promotional line that enticed people to visit the store with the promise that once inside the premises, they will be treated like the bosses that they really are. The store survived because of the hard earned money the said people used to pay for the goods they bought, after all. So, the customer is not right most of the time. But why should he be made to believe that he is always right? There are many reasons for this, all of which are deeply embedded in principles of marketing psychology: - A customer who feels that he is the boss would have an easier time casting aside his reservations about dealing with a particular business. Believing that he is in control, the customer would feel that he can reverse the risks at any time by imposing the manifestations of the above mentioned phrase. - A customer who feels that he is in control will, believe it or not, be easier to deal with. With the “power” vested upon the customer comes the responsibility of wielding the same in a proper manner. This will make him more open to accept compromises. - By assuring the customer that his will is always right, the business will be able to add value to the product or service it is offering. Not only can this win the customer’s trust, it can also justify a higher price point. “The customer is always right,” as we have discussed above, is a statement that stirs up an illusion of control. A more appropriate phrase is prominently used by French businesses, “le client n'a jamais tort,” which literally means “the customer is never wrong.” It is more than a double negative, it is an entirely different message, one that is more applicable to businesses. Why is this a more correct statement? It’s because even if a customer is not always correct, he is never wrong as well, and he always has the right to raise his concerns to the merchant. Debra Freligh is a well-known Marketing expert and the owner of DMF Media: Head over to her Website and finally discover your success http://www.dmfmedia.com Your Chance Has Finally Arrived!
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