Why is the customer always right? We commonly hear this tantrum from our sales and customer service teams regularly. Even if they don’t use these exact words, their behavior and excuses are self-explanatory of their thought process. Let’s dive deeper into this simple statement.
I interpret the scenario in this way.
The customer might not always be right, so do not always take this statement literally, instead sometimes it is just a symbolic statement. The sole purpose of this statement, ‘the customer is always right, is to establish a sense of customer ownership inside the customer service and sales teams.
When your customer service teams start living this definition of this statement, the level of service automatically rises.
Let’s take an example.
An organization’s goal is to align itself with the market’s pulse and not the market changing itself according to the organization. In the same way, it is the sales team that has to align itself according to the pulse of the customer.
It may be anti-egoistic, but that is the only way to profitability.
Flawlessness and consistency in customer service are two key factors that automatically help a company boost its customer loyalty. If we can train our sales and customer service departments to accept customer complaints as their born rights and take ownership of all the generated cases wholeheartedly, this actually might act as a competitor-crushing strategy.
Professor Siegfried, a research professor in the Department of Management Sciences at Stanford University, claims it costs six to seven times more to gain new customers than retain current customers.
Intelligent organizations invest in securing the current customers rather than spending thousands of dollars on generating new ones. Millions of dollars spent on marketing can be reduced if we spend half of that on our customer service training.
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