Since this list is blatant proof that customers aren’t always right, let’s look at how the opposite of this phrase came to be and why it’s so important in the realm of customer service. 

The slogan is believed to have been coined by Marshall Field, who introduced this idea when he established Chicago’s first department store in 1893. Then Henry Gordon Selfridge took this concept overseas to London, where he popularized it further.

The original quote was actually longer, saying that "Right or wrong, the customer is always right." Almost 100 years later, César Ritz introduced this mentality to the hospitality industry when he founded The Ritz Carlton Hotels. 

His was a bit different, stating that "Le client n'a jamais tort," which translates to the customer is never wrong.

Before this phrase was introduced to the customer service industry, the client wasn’t exactly treated well. In fact, it was the opposite. The person who bought the product was fully responsible for inspecting its quality and reporting any problems before the item was purchased. It wasn’t up to the seller to reveal anything about the commodities they offered or provide assistance to the customer.  

So when business introduced the concept of ‘customer is always right’, they flocked to them, as they weren’t used to being treated with this level of consideration and care. Over time, many variations of this philosophy became popular globally.

In Germany, it became ‘Der Kunde ist König,’ translating into ‘the customer is king.’ In Japan, the slogan reads ‘okyakusama wa kamisama desu,’ or ‘the customer is god.’ Spain has the phrase ‘El cliente siempre tiene la razón,’ implying that “the customer always has a reason." All of them ensure fair trade practices and build great relationships with clients.

This mentality doesn’t necessarily mean that customers can do no wrong. Instead, it comes from a place wanting to ensure customer satisfaction by making them feel heard and valued, says website optimization consultant, customer experience specialist, and developer Chérie Oduwole to Bored Panda. "It was put in place to encourage businesses to prioritize the customer's experience.

Customers have the power to make or break a company, so it’s important to meet their expectations. If not, they can quickly take their business elsewhere. That’s why even the most difficult customers deserve to feel seen and heard.

There seem to be a lot of unsatisfied clients. The National Customer Rage Survey found that 74% of customers had an issue with a product or service in the last year, up by 8% from 2020. A US study found that 81% of customer service employees deal with verbal abuse from clients, and 36% have even received violent threats. 43% of customers confessed to raising their voice when communicating with customer support.

Hearing out and dealing with unsatisfied customers isn’t easy, therefore, Oduwole has a few tips on how to make it more manageable. "Put yourself in their shoes, she says. "How would you want to be treated in their situation? Always respond calmly, with understanding and compassion. Ask questions to grasp the issue fully, and repeat what you've understood to ensure the customer feels heard."

"If you cannot fulfill the customer's request because it violates your policies or isn't factually correct, present clear evidence," she further suggests. "Reference your terms of service or any other relevant documentation. Honesty is key here."

Offering different ways to address the customer's concerns can quickly de-escalate the situation, Oduwol adds.

Lastly, she emphasizes that maintaining respect is crucial when dealing with unsatisfied customers. "Remember, respect goes both ways. If the customer continues to be rude or irate, politely remind them that you're here to help and that mutual respect is necessary. If the disrespect persists, set boundaries by letting the customer know you're ending the conversation. Depending on your role, you can then escalate the issue or focus on serving other customers who are pleasant to work with."