A Global View Of 'The Customer Is Always Right'

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"The customer is not a moron. She's your wife."

That’s a quote from advertising executive David Ogilvy’s 1964 book, Confessions of an Advertising Man.

In the 1950s and '60s, many brands treated customers like they lacked brain cells and used loud and obnoxious voices and obviously exaggerated print. Ogilvy wanted to point out that companies and advertisers needed to connect with customers and treat them intelligently.

His ideas reflected a notion popularized in the early 1900s: “The customer is always right.”

This attitude was new and influential for its time. Imagine a world where the customer actually had some power? Thanks to social media, today we live in world where the customer may not always be right in your view, but they are armed with social media and can use it as a weapon against you.?

The customer is always right is a phrase pioneered by Harry Gordon Selfridge, John Wanamaker and Marshall Field. These men were successful retailers and learned early in their careers that the success of their stores depended on the happiness of their customers.

Selfridge, who founded the department store Selfridges in the U.K.; Wanamaker, who opened the first department store in Philadelphia; and Marshall Field, owner of the store Marshall Field and Company in Chicago, owe much of their careers to respecting customers. It’s unclear who was actually the first person to coin the phrase, but it’s definitely an idea they all followed and used to run their businesses. They didn’t actually intend the phrase to mean that the customer was in the right in every situation. Instead, it was a signal that customers were special. Staff were instructed to treat customers as if they were always right, even if it was obvious they weren’t. The change in mindset was a radical shift to how customers were used to being treated, and people flocked to these department stores.

According to a Sears, Robuck, and Co. publication from 1905, "Every one of their thousands of employees are instructed to satisfy the customer regardless of whether the customer is right or wrong.” These retailers knew the power of customers. They believed it’s better to trust customers and risk getting taken advantage of occasionally than to get a reputation of being mean or disrespectful.

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“The customer is always right” particularly stood out during a time when misrepresentation was rife and "caveat emptor" was a common legal maxim. We might know the phrase better as “let the buyer beware.” “Caveat emptor” puts all of the responsibility on the customer. They are responsible for checking the quality of a product before they buy it. If there’s anything wrong with the item after they make the purchase, that’s on the customer. The seller doesn’t have to declare anything or help the customer in any way. It’s a opposite view to “the customer is always right,” where brands go out of their way to serve and trust customers.

“The customer is always right” may be the most famous expression of customer loyalty, but it isn’t the only one. The idea has spread around the world in different forms.

"Le client n'a jamais tort" (the customer is never wrong) was the slogan of Swiss hotelier César Ritz, founder of Ritz Carlton hotels. He said: "If a diner complains about a dish or the wine, immediately remove it and replace it, no questions asked” in the 1890s. That attitude still permeates Ritz Carlton hotels and is a big factor in the brand’s success. Customers know that when they stay at a Ritz Carlton, they will be treated very well and have all their needs met. The company doesn’t spend time questioning customers’ complaints but instead works to quickly solve problems.

In Spanish the phrase is “El cliente siempre tiene la razón.” In Italian, it’s “il cliente ha sempre ragione.” Both phrases translate to “the customer always has a reason.” It’s up to employees and customer service agents to find that reason and make sure customers are treated well.

In Germany the phrase is "der Kunde ist K?nig" (the customer is king). Germany recently updated its consumer protection laws to provide more options and support for customers. Customers can really feel like kings when they have legislative rights and can stand up for themselves.

The Japanese have the motto, "okyakusama wa kamisama desu" (お客様は神様です), meaning "the customer is a god.” That sentiment is echoed in Japan’s Consumer Contract Act, which assures fair trade for customers and prohibits unfair commercial practices.

The view towards customers has evolved over time. But no matter where you are in the world, being customer-centric means thinking about the customer experience. The customer might not always be right, however being thoughtful in your approach to customer experience will always serve your company well. Companies need to embrace customer experience and trust every customer to build successful relationships.

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