Jump to content

The customer is always right

From Wikipedia, the free encyclopedia

This is an old revision of this page, as edited by Mdd (talk | contribs) at 15:45, 28 January 2015 (+ Link(s)). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

For other uses, see The customer is always right (disambiguation).
Marshall Field used slogans such as "Give the lady what she wants" in his Chicago department store.

"The customer is always right" is a motto or slogan which exhorts service staff to give a high priority to customer satisfaction. It was popularised by pioneering and successful retailers such as Harry Gordon Selfridge, John Wanamaker and Marshall Field. They advocated that customer complaints should be treated seriously so that they should not feel cheated or deceived. This attitude was novel and influential when misrepresentation was rife and caveat emptor (let the buyer beware) was a common legal maxim.[1] Variations include "le client n'a jamais tort" (the customer is never wrong) which was the slogan of hotelier César Ritz[2] who said, "If a diner complains about a dish or the wine, immediately remove it and replace it, no questions asked".[3] A variation frequently used in Germany is "der Kunde ist König", which can be translated with "customer is king".

However it was pointed out as early as 1914 that this view ignores that customers can be dishonest, have unrealistic expectations, and/or try to misuse a product in ways that void the guarantee and states "if we adopt the policy of admitting whatever claims the customer makes to be proper, and if we always settle them at face value, we shall be subjected to inevitable losses."[4] The work concluded "If the customer is made perfectly to understand what it means for him to be right, what right on his part is, then he can be depended on to be right if he is honest, and if he is dishonest, a little effort should result in catching him at it."[5] An article a year later by the same author addressed the caveat emptor aspect while raising many of the same points as the earlier piece.[6]

See also

References

  1. ^ Hughston McBain (November 1944), "Are customers always right", The Rotarian: 32–33, available online
  2. ^ Ralph Nevill, Charles Edward Jerningham (1908), Piccadilly to Pall Mall: manners, morals, and man, Duckworth, p. 94, Mr. Ritz who, in the 'eighties... this maxim was "Le client n'a jamais tort," no complaint, however frivolous, ill-grounded, or absurd...
  3. ^ A.E. Hotchner (July 2012), "A Legend as big as The Ritz", Vanity Fair
  4. ^ Farrington, Frank (1914) "Successful Salesmanship: Is the Customer Always Right?" Mill Supplies Volume 4 number 9 pg 45-47
  5. ^ Farrington, Frank (1914) "Successful Salesmanship: Is the Customer Always Right?" Mill Supplies Volume 4 number 9 pg 45-47
  6. ^ Farrington, Frank (1915) "Is the Customer Always Right?" in Merck Report, Volume 24 pg 134-135

Further reading

  • Benefiel, Margaret (2005). Soul at Work: Spiritual Leadership in Organizations. Church Publishing, Inc. {{cite book}}: Invalid |ref=harv (help)
  • Freiberg, Kevin; Freiberg, Jackie (2001). Nuts!: Southwest Airlines' crazy recipe for business and personal success. Texere. ISBN 9781587991196. {{cite book}}: Invalid |ref=harv (help)
  • Woods, Allan; Hebron, Lesley; Bradley, Sally (2001). Customer Service: S/NVQ Level 3. Heinemann. ISBN 9780435452278. {{cite book}}: Invalid |ref=harv (help)
  • Iacobucci, Dawn; Grayson, Kent; Ostrom, Amy (1994-07-15). "Customer Satisfaction Fables". Sloan Management Review. 35 (4): 93–96. {{cite journal}}: Invalid |ref=harv (help)
  • Henney, Nella Braddy (1922). "The Value of Courtesy". The Book of Business Etiquette. Garden City, N.Y.: Doubleday, Page & Co. {{cite book}}: Invalid |ref=harv (help)
  • Craven, Robert (2002). Customer is King - how to exceed their expectations. Virgin Books, Inc. {{cite book}}: Invalid |ref=harv (help)


Stub icon

This marketing-related article is a stub. You can help Wikipedia by expanding it.

Stub icon

This article about retailing is a stub. You can help Wikipedia by expanding it.

Retrieved from "https://en.wikipedia.org/w/index.php?title=The_customer_is_always_right&oldid=644566065"