The adage “The customer is always right” has been a cornerstone of business philosophy for decades. It evokes an image of unwavering customer service, where businesses bend over backward to meet client needs. But what if we’ve been misunderstanding this phrase all along? The truth is, the original quote—coined by retail pioneer Harry Gordon Selfridge—is slightly longer: “The customer is always right, in matters of taste.”
This crucial qualifier, “in matters of taste,” shifts the focus from blanket deference to customer behavior to a specific respect for personal preferences and purchasing decisions. Stripping the phrase down to “the customer is always right” has led to a culture where employees are often left vulnerable to the whims and sometimes outright poor behavior of customers, justified by an oversimplified motto.
The Importance of Context
The full quote recognizes the subjectivity of taste and the importance of respecting what customers choose to buy. For example, a customer might prefer a bold-colored sofa over a neutral-toned one. In this instance, their taste is personal and valid—they are “right” because they know what they want. However, this does not extend to their behavior toward staff or other customers.
Unfortunately, businesses that cling to the truncated version of the phrase often blur this distinction, creating environments where employees are expected to endure mistreatment in the name of customer satisfaction. This can foster resentment among employees, degrade workplace morale, and even harm the long-term relationship between a business and its team.
Misbehavior Isn’t Good Business
When companies prioritize customer behavior over employee dignity, they may win short-term loyalty from demanding customers but risk alienating their workforce. A study by Harvard Business Review found that companies with happy employees often have more satisfied customers. It’s a simple equation: treating employees well equips them to deliver exceptional service.
Instead of enabling toxic behavior under the guise of “the customer is always right,” businesses should adopt policies that empower employees to set boundaries. For instance, a customer may prefer a specific way of having their coffee brewed, and that taste should be respected. However, if the same customer berates a barista for a minor mistake, their behavior should not be excused or normalized.
Reclaiming the Original Meaning
To foster healthier work environments, businesses must reclaim the original intent of the quote. A few steps can help:
- Train employees in handling conflicts: Equip staff with skills to navigate challenging customer interactions while maintaining professionalism and self-respect.
- Establish clear boundaries: Ensure employees know they have the company’s support when dealing with unruly or abusive customers.
- Educate customers: Use signage or subtle messaging to reinforce a culture of mutual respect in the business. For example, a statement like, “We value your preferences and appreciate your kindness,” reminds customers of the importance of respectful interactions.
- Lead by example: Managers should model how to enforce these boundaries by intervening when necessary. A supportive leadership team can create a ripple effect throughout the workplace.
Conclusion
“The customer is always right, in matters of taste” is a reminder that customer service doesn’t mean tolerating unacceptable behavior. It’s about recognizing and respecting individual preferences while ensuring a harmonious and dignified experience for employees and customers alike. By rethinking this misunderstood adage, businesses can strike a balance that benefits everyone involved.
