Is the customer always right?

Is the customer always right?

The standard is that the customer is always right. That is what I would like to discuss today. let’s look at it from the three primary stages of interaction. The beginning, middle and end, and how the interaction might play out. The hotel & restaurant industry is one of the few sectors were the customer pays after they consume the product. You can’t walk into a clothing store, take some cloths and maybe pay later….right? Scroll to the end, if you want the answer tout suite!

The beginning, the middle and the end.

What Is Customer Service?

Customer service is the direct one-on-one interaction between a consumer making a purchase and a representative of the company that is selling it. Most retailers see this direct interaction as a critical factor in ensuring buyer satisfaction and encouraging repeat business. So, that being said, lets look at some statistics on the customer service interaction. It’s a common known fact that it costs 5 times more to get a new customer, than to retain an existing one. Spending that money on your existing one only makes cents….get it! Another cliche like statement goes as follows. A happy customer may tell 2-3 friends about a positive experience at your establishment. An unhappy customer will tell up to 5 times as many people about there experience. And with social media, people have a lot of influence today. The business owner has to be much more vigilant in todays market!

Here are 3 ways to keep your customer coming back.

Stay in touch. You can stay in touch using many different tactics. You can send them a thank you email, provide them with a discount, or check in on them periodically. Even something as simple as a monthly email newsletter can help keep you top of mind when your customers are ready to make another purchase. Social media has made it much easier to stay in touch and connect with customers. Take advantage of it.

Referral Programs. In our industry there are a number of affordable options that can be delivered right at the point of service. You just have to be creative. Don’t follow others, create something in house that will keep the customer coming back. Here is an example, offer a coupon to the customer that gives a 50% discount to bring a friend (new customer) on a specific date, perhaps a slower period during the week.

 Give Them an Incentive to Keep Coming Back. If you want your customers to keep coming back, you need to give them a good reason to do so. The obvious way to incent them to come back is by offering a discount or deal. Offering discounts based on volume or frequent purchases can greatly benefit your customers and keep them coming back. There is a reason why most companies offer a rewards program – they work!


If you are not memorable, customers will move on. Work on creating a memorable customer experience from first contact to purchase and beyond. If you can make your customers feel special, it can help improve loyalty to your company and your brand. Over time, they can become a brand advocate and even help you create new business. Have a clear vision of the customer experience, listen to and implement customer feedback, get your team on board, and always look for ways to improve. Ours is a fragile industry, and with covid we have suffered a lot. But there is a bright side to the rainbow! Many new businesses will arise from the ashes, let’s make sure we do it right from the get go!

So is the customer always right? You bet that in 99/100 cases the customer is always right. What about the 1%? Some customers are just bad for business. Some people just can’t be placated, and if they cause undo stress for staff, and sometimes even other customers, unfortunately they may have to be fired!