The debate on whether the customer is always right or not stands to hold different meanings depending on the perspective from which one looks at it from. The phrase of the customer being always right has been used by many businessmen in their daily operations. However, many entrepreneurs believe that the opposite is true and should be put into practice in every business. The phrase of the customer being always right has in the present lost its meaning and many businesses have termed the theory as misleading and not intended for the good of their businesses.
Many successful businesses do not implement the theory of the customer being always right in running their businesses as they believe that the customer are as uninformed as anyone who comes to the shop to enquire about a product or a service. The notion of the customer being always right is biased and only for the good of the customer and not for the wellbeing of the businesses. In many cases, most of the customers are not sure of the services that they want. The seller therefore assumes that the customer is aware of the kind of products that he or she is looking for without advising the customer accordingly. When the customer purchases the product or service, they end up discontented and never to return to the shop again. Therefore, it should the responsibility of the seller not to assume that the customer is always right and provide the needed information to the customer.
By providing useful information that will assist the customer in choosing the right products or services, he will be sure to retain the customer for an extended duration of time. At times, the customer may try to make up information about a product or service if they do not know the answer. Ignorant customers may make the wrong decision when making a purchase. A customer may be torn between choosing different products of the same type but of different colors. When the seller asks the customer the kind of color that he prefers most, the customer may make up the answer to convince the seller that he is aware of the product that he want to purchase when he is not sure of the best color to that fits his preference.
The seller should therefore make his suggestion according to his experience with products of different colors. Assuming that the customer is always right may go a long way in ruining his business when the customer finds out that the product he chose did not give him the results that he expected. At such moments when a product fails to work as per the customer’s expectations, they tend to blame the seller for failing to advice them when making the purchase. The phrase that customers are always right has been dismissed as being misleading since some customer’s expectations are not always rational.
For example, customer may visits a shop with high hopes of getting a powerful pesticide that would give him the required results within twenty four hours of its use. This time may not be sufficient enough to give the required results. As a result, the blame will be on the seller for providing the customer with an ‘inferior’ product. The seller has nothing to do with the quality of the product and therefore the blame should be on the customer for assuming that the pesticide would give him the intended results within such a short duration of time. It is therefore the responsibility of the customer to enquire from the seller about the product and how long he should wait to see the full results after using the product.
At times, the seller should also inform the customer on the duration of time that the product takes to show the full results. By the seller providing such crucial information, it will be up to the customer to determine whether to purchase the product or not. However, with the seller providing convening information to the customer, he will be sure to make a sale regardless of the expectations of the customer before visiting the shop. It should be the prime role of the seller to enlighten the customer on the best product or services that suits his or her needs.
The mode of communicating to the buyer should be done in such a way that it will not be offensive or sound rude to the customer. More so, the seller should not make the buyer feel like he is completely misinformed about the product he wants to purchase. Forcing the customer to purchase a product that he does not like may be a means of chasing the customer away from making another future purchases. The seller should therefore observe the limit at which he goes in convincing the customer to make the right choice. It is clear that customers can at times make the wrong choices when making purchases and this renders the meaning of ‘the customer being always right’ useless and impracticable. The customer should also realize that they are also prone to making wrong choices when making purchases and it should also be their duty to enquire about the effectiveness of a product or service before making a purchase.