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"The customer is always right": Absolute truth?

Áquila Ramos

Áquila Ramos

CEO na TechIssues

September 29, 2026

"The customer is always right": Absolute truth?

Currently, the phrase is often misinterpreted, leading to business decisions that prioritize clients without investigating the facts.

First of all, it is important to know that the popularist of this phrase was a businessman named Harry Gordon Selfridge, founder of the Selfridge department store. Not only did he, like other entrepreneurs, make use of the famous phrase . The customer is always right.., with the aim of developing the best customer service, benefiting not only customers but also businesses, attracting more people and creating the loyalty bond.

However, it is not clear what the initial phrase was. the original sentence It was something like . . . the customer is always right... in matters of taste. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . customer preference.

....on questions of taste.

Today, a century after the phrase was said, or at least part of what we know, people usually use the phrase with a different interpretation, thinking that .... in matters of taste.. disrespect in certain situations, there are never two sides; owners, leaders or decision makers will always prioritize the client without find out the facts, even leading to the resignation of good employees because of clients who have no respect for who is attending.

Sometimes the fear of the business sinking makes entrepreneurs start to interpret the phrase . . The customer is always right... . in addition to personal tastes, by the simple fact of customer calling customer, completely forgetting those who are in the front line, that are human and deserve respect. Even more today, where people have smartphones with cameras and access to Internet anywhere, they can and use the social networks in his favor, showing only his side of the story, attracting to the company attacks from other internet users, repercussion in a negative way and automatically distance possible new customersand thus pressureing entrepreneurs to make difficult decisions, so that the problem is resolved as quickly as possible and, unfortunately, in some cases, the rope breaks down to the weakest side, who we know who they are.

It's logical that we're not saying that all employees are 100% perfect and the same goes for customers; after all, No human being is perfect, we are subject to constant error. Therefore, it is of great importance to ascertain the facts before making any decision based only on one side of the story and understand that the customer is the reason for what we do, for the product we sell and not that he is always right, and this makes total difference in large or small companies.

. the customer is the reason why we do it.

With this, we come to the conclusion that it is not an absolute truth the phrase . . The customer is always right, even because it became misinterpretedSo think if it's not worth a change from now on. We're all customers and we know that we're not always right about everything.


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