"The customer is always right," is a metaphor for the business policy of always providing good customer service and ensuring the customer retains a positive image of your business.

It would be foolhardy for a business owner or his employees to have any other attitude toward customers than perceiving that whatever will keep them happy is good for business.

Maintaining a "The customer is always right" policy will benefit a business in the following ways:

* Builds good rapport with customers

The success of a business relies on maintaining a good customer, or client, base. Repeat customers are satisfied customers. Satisfied customers will enhance word-of mouth-advertising, which is a most effective marketing tool for any company or individual business owner. Positive employees in your customer service department who adhere to the philosophy that the customer is always right are a true asset to your business.

* Fosters good will

When you and your employees put into practice the theory that the customer is always right and strive to please the customer at all cost, the business enjoys the good will of the customer, everyone he knows and the company's reputation in the community.

* Promotes future business

In the vein of "Sometimes it takes money to make money," a business owner is wise to cater to his customers. If your customer indicates that he has seen one of your products elsewhere for less cost, it would behoove you to offer the product to your customer for the same reduced price, rather than have him go elsewhere. If a customer returns an item for any reason, that is an indication he is unhappy and a good business practice is to give an unqualified refund.

Four things matter to customers: Skilled performance, good quality products, competitive prices and excellent customer service. If one of those four important components of a potentially successful business transaction is missing, or falls short, the customer will look elsewhere for satisfaction.

* Instills customer loyalty

When a consumer knows that he can rely on a satisfying experience when he peruses your establishment, he will keep coming back. A customer wants to know that doing business with your company means good quality and service as the norm. In the event he is not satisfied for one reason or another, he will take comfort in the knowledge that you will do whatever it takes to earn his trust and loyalty.

Satisfied customers are the backbone of business success. To ensure success for your business, adopt the policy, "The customer is always right."

Learn more about this author, Carol Gioia.
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