Is the Customer still "always right"?
"The Customer is always right". We've all heard the phrase before. I was surprised to learn that the phrase has been around for almost 100 years. Back in the early 20th century, Customers were more known to their retailers. Whether it was the mom and pop shop down the street, or the new large department stores opening up all across the western world. There was a direct connection between retailers and Customers and a mutual understanding of how to treat each other.
Retailers treated Customers with respect and dignity in most cases. Customers knew that even though they had choices of where to shop, the number of choices were relatively small depending on where you lived. Therefore Customers might limit their complaints and demands to the retailer. Just think about how most of us behave when we're at our local corner store/hair salon/deli/drycleaner etc. We get treated fairly well and we act respectfully, knowing full well that there isn't another convenient choice should we start making unreasonable demands or complaints.
Today we have more choice than ever when it comes to most purchases. . There is a big box store or a mall within 20 minutes of most of us. We can shop online at stores all across the country and beyond. We have so much choice that we can make demands on retailers or take our business elsewhere without giving it a second thought.
Even today most Customers are reasonable and act respectfully. If they treat a store with respect (buy regularly, do not return more than the average person) they should expect to be treated fairly, and usually are. Unfortunately a new breed of Customer has emerged and are stronger in number, than ever. These Customers make demands on retailers that are unreasonable. For example, returning an item after 50 days even though it's been worn 20 times or they'll take their business elsewhere. Being overtly rude to the front line representative because they had to wait in line 10 minutes (even though it's not that front line representative's fault). The Customer that returns 99% of what they buy because the retailer has a "no questions asked" money back guarantee.
In all of these situations the Customer is taking advantage of the retailers attempt to deliver on "the Customer is always right" philosophy.
Click here for part two of how retailers are using a relatively new retail trend to combat this new breed of Customer.
