The customer is always right. This has been the golden rule of customer service forever, but is it correct? 

The truth is, the customer is not always right.

There. Someone had to say it. And it was me, a customer lover and CX expert.

But what’s the catch? In order to provide exceptional customer service, you have to let customers think they’re right.

Here’s why: customers want to feel heard and validated. They want to know that their opinions and concerns matter. By allowing them to think they’re right, you’re showing them that you value their feedback and are willing to work with them to find a solution.

But what about situations where the customer is very clearly wrong? I’ve seen this so often in my career and a smaller person would have argued with a customer of who was right and who was wrong.

Maybe they’ve confused you with another business. Maybe they’ve recently had a brain injury. Or maybe they misunderstood a policy or misread a product description. I’ve experienced all of these (and more). In these instances, it’s important to approach the situation with empathy and understanding. Instead of telling the customer they’re wrong, try to find a way to reframe the issue.

For example, if a customer is upset because they didn’t receive a discount they thought they were entitled to, you could say something like, “I’m so sorry for the confusion. Let me look into this further and see if there’s anything we can do to make it right.

By acknowledging the customer’s frustration and offering to help, you’re still letting them think they’re right while also working towards a resolution. After investigating, you can gently explain where the confusion or miscommunication was and work to provide a solution. Perhaps offer a smaller discount in good faith?

This way, you’re training the customer to understand the discounts better and ensuring they don’t try to continue to do the same thing but also saying you understand why they were confused and wouldn’t let a silly thing like misinterpreting some wording get in the way of a long lasting business relationship.

Of course, there are situations where the customer’s behaviour is unacceptable. If a customer is being verbally abusive or threatening, it’s okay to draw a line and enforce boundaries. But that’s another discussion for another day.

Ultimately, providing excellent customer service means finding a balance between standing your ground and making the customer feel heard. It’s not always easy, but with practice, you can learn to navigate even the most difficult customer interactions with grace and diplomacy and turn them into customers for life.

No, the customer is not always right, but letting them think they are is the best way forward. By approaching each customer interaction with empathy, kindness, and a willingness to find a solution, you can provide exceptional customer service and build strong relationships with your customers that will make them want to return.