Understanding Why Customers Are Always Right

How the Fundamental Attribution Error applies to business

We’ve all heard the saying thousands of times that the customer is always right. In all fairness, we know that the customer isn’t always right. Instead, businesses have to let them feel in control. Did you ever think about why the customer truly believes he or she is right?

The above video delves into this topic and examines it psychologically. According to psychologists, customers think this way as a result of the Fundamental Attribution Error (FAE). Essentially, this is a tendency that occurs when people attribute responsibility for behavior to a person instead of a situation. Unfortunately, it is a trait that all humans are guilty of having.

For instance, when something good happens, we typically give ourselves the credit for it. On the other hand, when something bad happens, we are always looking for someone else to take the blame.

When you apply this model to business, you can see that it correlates. When customers are angry and dissatisfied, it is easy to get angry right back with them. However, when you think about the situation and not the person, it brings a whole new perspective into the light.

While the customer may truly be wrong, the needs that he or she had were not met. If you put yourself in those shoes, would you react the same way they did?

By taking this viewpoint, you have the opportunity to see that your business is reaching its full potential. There could be areas that you could make clearer or other elements you could add that would make the customer’s process easier and smoother. Not only would this improve customer relations and partnerships, but it could also increase sales if satisfied customers start talking.

There are 2 Comments. Add Yours.
  1. No, the customer is not always right, but they are always the customer.

  2. If the customer is wrong, they’re not your customer any more.In other words, if it’s not worth making the customer right, fire her.

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