There is an excellent Grocery Store chain in the Northeastern United States. It’s called Stew Leonard’s. In the grocery business there is formula that determines the retail volume you should expect given the square footage of your space. The bigger the store the more retail volume…seems pretty basic.
Except Stew Leonard’s has always been known to blow past that formula. In theory they should not be able to sell as much as they do given the size of their stores.
But their most basic business principle has always been, “The Customer is Always Right.”
That principle is so important that they have it etched into a three-ton granite rock that is placed near the entrance to their store. It also includes an equally important second principle, or rule if you will.
On the rock you’ll see: “Our Policy – Rule 1: The customer is always right! Rule 2: If the customer is ever wrong, reread Rule 1!”
Now that’s kinda nice in principle but we all know in real life it’s a bunch of bull. Except it’s not. Not for the most customer centric businesses anyway.
When I do Customer Service training I’ll begin by asking the groups about their roles as customer service representatives. I want to know what they think their job is. I get all the usual answers and for the most part they are pretty accurate.
But I have never gotten the one answer I’m looking for. The answer I’m most looking for is this: “to make the customer right.”
When everyone, not just customer service people, but everyone in an organization sees their fundamental responsibility as “making the customer right” you’ll have customers beating a path to your door.
Making the customer right can sometimes mean influencing an often emotional customer to think differently about the situation. Sometimes it can mean adjusting your organization’s policy on the fly. Sometimes it can just mean changing your way of thinking… actually it will almost always mean changing your way of thinking.
It means changing your way of thinking from “how can I show this customer they are wrong to how can I make this customer right.” It means changing our mentality to one of “winning” a dispute with a customer to one of winning the customer for life.
Making the customer right can sometimes seem impossible. Sometimes the customer doesn’t exactly motivate us to want to help them be right. But seeming impossible is not the same as being impossible. It is also not the customer’s responsibility to motivate us to help them.
Of this I am certain; if you do not always put the customer first in your business then you run the risk of becoming the last place they want to do business with.
That doesn’t seem to be worth the risk to me so never forget rule #1, the customer is always right…even if you have to work some magic to make it so!