Is Customer Really a King? (Part 1 of 2)

Reflecting on the "Pembeli ialah Raja" signage (customer is king), I began to wonder, is a customer really like a king? How does a king actually shop? What are the dynamics of his purchasing decisions?

This part 1 of 2 critically examines the traditional notion that "customer is king," highlighting its limitations and proposing a more balanced perspective of a "king-like" customer. The concept of a king's shopping behavior is explored, emphasizing planned and deliberate purchases managed by advisors, and the balance of entitlement with responsibilities. The phrase "customer is king" is scrutinized for creating imbalanced power dynamics, unrealistic expectations, and encouraging entitlement, which can negatively impact employee well-being and lead to unsustainable business practices. Modern values favor ethical and fair business practices, promoting quality relationships over treating customers as royalty. The "king-like" approach fosters mutual respect and understanding, aligning with Parasuraman's empathy dimension, encouraging constructive feedback, and building long-term loyalty and trust. Traits of a "king's heart" in customer behavior include fairness, wisdom, and mutual respect, which enhance positive and ethical consumer behavior. The dynamics of a "king-like" customer with providers emphasize grace, composure, compassion, and dignified complaints, ultimately fostering a balanced and sustainable relationship between customers and businesses.

These my contemplations:

A. Regarding how a king shops, several considerations arise:

• Bargaining: Historically, kings typically did not engage in bargaining. They had stewards or advisors who managed purchases and negotiations on their behalf. The concept of a king haggling over prices is inconsistent with the image of royal authority and dignity.
• Impulse Buying: A king’s purchases would likely be planned and deliberate, often involving a team of advisors and counselors to ensure the best use of resources. Impulse buying would not align with the careful stewardship expected of a monarch’s resources.
• Types of Purchases: Kings would purchase goods and services essential for the functioning and prestige of their kingdom. This includes luxury items, art, weapons, and other items that reflect their status and support their rule.
• Buying Center: Indeed, a king would have a buying center – a group of individuals responsible for procurement, such as treasurers, stewards, and advisors. These individuals ensure that the purchases align with the kingdom’s needs and financial health.
• Self-Entitlement: While kings historically had a sense of divine or royal entitlement, this was balanced by the responsibilities and duties they held towards their subjects. A king’s entitlement came with expectations of benevolence and leadership.
• Special Treatment: Kings often received special treatment, including preferential access to goods and services, as a sign of respect and recognition of their status. This is a part of the symbolic and practical expressions of their authority.
• Loyalty: Loyalty is a complex issue. While subjects were expected to be loyal to their king, the king’s loyalty to his subjects manifested as protection and justice. In a modern consumer context, this can translate to brand loyalty, where customers expect high-quality service in return for their continued patronage.

B. The phrase "customer is king" can indeed be considered overrated for several reasons:

• Imbalanced Power Dynamics: The phrase implies an imbalance of power where the customer always has the upper hand. This can lead to unrealistic expectations and unreasonable demands from customers, which can be detrimental to employees' morale and well-being.
• Unrealistic Expectations: Treating customers as kings can lead to the expectation of flawless service at all times. This is unrealistic and can create undue pressure on businesses, especially small enterprises that may not have the resources to meet such high expectations consistently.
• Neglect of Employee Well-being: Overemphasizing customer satisfaction can sometimes come at the cost of employee satisfaction. Employees who are constantly pressured to meet the demands of "king" customers may experience burnout, leading to high turnover rates and decreased service quality over time.
• Encourages Entitlement: This phrase can foster a sense of entitlement among customers, where they feel justified in making unreasonable demands or behaving poorly, knowing that the business will cater to their every need to avoid losing them.
• Unsustainable Business Practices: Prioritizing customer demands without consideration for the sustainability and long-term health of the business can lead to short-term gains but long-term issues. A balanced approach that considers both customer and business needs is more sustainable.
• Misalignment with Modern Values: Modern consumers increasingly value ethical and fair business practices. The notion that customers are kings who can demand anything they want is out of step with contemporary values that emphasize mutual respect and partnership between businesses and customers.
• Quality Over Quantity: Businesses that focus on quality relationships rather than treating customers as kings can foster loyalty and trust more effectively. Customers who feel respected and valued as partners are more likely to be loyal than those who are merely treated as royalty.

In conclusion, while the phrase "customer is king" may have been useful in emphasizing the importance of customer service, it is an overrated and outdated concept. Modern business practices should aim for a balanced approach that values both customers and employees, ensuring sustainable and mutually respectful relationships.

C. King-like vs King

Yes, the approach to viewing customers as "king-like" rather than simply "king" indeed offers a different perspective, which is more aligned with mutual respect and sustainable service quality. Here’s how it differs:

• Balanced Power Dynamics: Unlike the traditional "customer is king" notion, which can create an imbalanced power dynamic, the "king-like" approach emphasizes mutual respect and understanding. This creates a healthier and more sustainable interaction between customers and businesses.
• Realistic Expectations: The "king-like" approach acknowledges that customers should have reasonable expectations. It discourages entitlement and promotes patience and understanding, which are crucial for a positive service experience.
• Focus on Empathy: By highlighting empathy and dignified behavior, the "king-like" concept aligns well with the empathy dimension of Parasuraman's framework. It ensures that both customers and service providers value each other's efforts and challenges.
• Constructive Feedback: The approach promotes giving feedback in a respectful and constructive manner. This is more likely to result in effective problem resolution and continuous improvement in service quality.
• Encouraging Employee Well-being: Unlike the "customer is king" mindset, which can lead to employee burnout, the "king-like" approach fosters a positive work environment. Employees are more motivated and satisfied when they are treated with respect by customers.
• Loyalty and Trust: This approach builds long-term loyalty and trust. Customers who are treated as partners rather than demanding kings are more likely to develop lasting relationships with businesses.

In essence, the "king-like" approach aligns better with modern values of fairness, respect, and sustainability, and it supports the dimensions of service quality outlined by Parasuraman. It represents a shift towards a more balanced and respectful customer-service provider relationship.

D. Traits of a king: the heart

A more nuanced understanding of a "king's heart" in the context of customer behavior highlights these traits:

• Demand for Special Treatment: A customer with a "king's heart" values respect and fairness but does not necessarily demand special treatment. Instead, they appreciate a high standard of service that is equally available to all.
• Compulsive Buying: Such a customer makes thoughtful and considered purchases, reflecting the careful stewardship and deliberation that a wise king would exercise over his resources.
• Self-Entitlement: A "king's heart" customer does not exhibit self-entitlement. Instead, they understand their worth and expect mutual respect, without placing themselves above others.
• Bargaining: Rather than bargaining, this type of customer recognizes the value of fair pricing and appreciates transparent, honest transactions.
• Loyalty: Loyalty in this context is reciprocal. The customer remains loyal to businesses that consistently provide quality, fairness, and respect, similar to how a good king remains loyal to his subjects by ensuring their welfare and prosperity.

The traditional concept of a king might imply power and entitlement, but reframing it to a "king's heart" emphasizes virtues like fairness, wisdom, and mutual respect. This interpretation aligns more closely with positive, ethical consumer behavior and effective, respectful business practices.

E. The dynamics of a king-like customer with provider:

A "king-like" customer embodies qualities that elevate the customer-business relationship to one of mutual respect and understanding. Here’s why this concept is preferable to the traditional "customer is king" notion:

• Lack of Self-Entitlement: A king-like customer does not exhibit self-entitlement. They understand the value of fairness and do not expect special treatment beyond what is reasonable. This promotes a healthier, more sustainable relationship between the customer and the business.
• Grace and Composure: This type of customer handles issues with grace and composure. They do not sweat over small inconveniences, understanding that perfection is unattainable and small errors are part of human interactions. This attitude reduces undue stress on service providers and fosters a more positive atmosphere.
• Compassion: A king-like customer is compassionate and empathetic, recognizing the efforts of the employees and understanding their challenges. This empathy leads to a more respectful and kind interaction, which benefits both parties.
• Dignified Complaints: When issues arise, a king-like customer conveys their complaints with dignity. They articulate their concerns clearly and respectfully, focusing on constructive feedback rather than emotional outbursts. This approach is more likely to lead to effective resolution and maintains a positive relationship.
• Promotes Mutual Respect: By behaving with dignity and respect, a king-like customer sets a standard for mutual respect. This can encourage businesses to reciprocate with high-quality service and genuine care, leading to a virtuous cycle of positive interactions.
• Long-term Loyalty: Customers who exhibit these qualities are likely to foster long-term loyalty from businesses. Companies appreciate customers who are fair, understanding, and respectful, and are more likely to go the extra mile to retain them.

In summary, the concept of a "king-like" customer, who is devoid of self-entitlement, composed, compassionate, and dignified, is far superior to the overrated "customer is king" phrase. This refined perspective fosters a balanced, respectful, and sustainable relationship between customers and businesses, ultimately benefiting both parties.

Credit Picture : Nabila Jihan Athifah