Arthur Marce

Student’s Name Professor’s Name Course Date The Customer is always Right Most businesses have emphasized customer service since consumers are crucial to the success of a business. The importance of a customer is not a new prism as the concept dates back to the 1900s when Harry G. Selfridge coined the mantra ‘The customer is always right.’ Customer satisfaction is essential as they are the owners of revenue in a business without which it would crumble. However, a customer is not absolutely right, as some use this mantra for selfish and dishonest purposes. Therefore, a customer is always right only when their issue is genuine, as keeping them happy raises profits and promotes loyalty. Happy customers become return customers, which saves business finances that would be used to acquire new ones. Mendler asserts that retaining customers is more economical than launching campaigns to acquire new ones. Competition for top salespeople is high, and it is expensive to hire them in such an environment. Thus, businesses should treat customers right so that they keep returning. Besides, excellent customer service builds loyalty which increases brand equity. When a business keeps the customers right, they are likely to grow as consumers are the best marketer (Napoletano). In the age of social media, a positive review by a customer is essential in marketing a business. An undecided customer is likely to buy from a business with positive reviews compared to one with no or negative ones. Hence, satisfied customers are an asset to a business in terms of revenue and advocacy. Treating customers with genuine issues right is essential in raising revenue and promoting loyalty. Happy customers keep returning, which boosts the income of a business and saves funds that would have been used in acquiring new ones. Loyal customers also validate and business which builds the confidence of new buyers in it. Businesses should strive to keep customers happy as they are kings. Works Cited Mendler, Adam. “Why The Customer Is Always Right.” Forbes, 18 Jan 2019 www.forbes.com/sites/theyec/2019/01/18/why-the-customer-is-always-right/?sh=57a6694f6977 Napoletano, Robert. “The Customer Is Always Right. Right?” QualityDigest, 25 May 2011 www.qualitydigest.com/inside/quality-insider-article/customer-always-right-right-052511.html