“The customer is always right.”
It’s a phrase every business person knows—and one that makes customer service staff cringe. To be honest, the customer is not right quite often, and pretending otherwise is exhausting.
So, why has this phrase become so synonymous with good customer service? More importantly, how can we shift the narrative to reflect the realities of today’s workplace better while still delivering great service?
Is the Old Saying "The Customer Is Always Right" True or False?
False.
“The customer is always right”, the original quote, was never meant to suggest that customers are infallible.
Instead, it was intended to empower employees to treat all customers with dignity and respect—particularly in an era when consumer rights were minimal.
The origins of the phrase are debated.
Some attribute it to Marshall Field, the American department store magnate, while others credit his former employee Henry Gordon Selfridge.
There’s also John Wanamaker, who championed telling the truth in advertising—a concept many businesses still struggle with over a century later.
Regardless of who coined it, one thing is clear: this mantra was likely never meant to be taken literally, especially at a time when sellers held all the information and power.
Fast-forward to today, and the phrase takes on a different challenge.
Social media amplifies every customer complaint, and throwing a fit often gets results—not because the customer is right but because businesses fear public backlash.
This dynamic has created a culture where toxic behavior is rewarded, encouraging unreasonable demands and undermining healthy business practices.
The reality is that the customer is not always right. While respecting customers remains essential, nurturing this behavior does more harm than good—for employees, other customers, and the business.
Today’s consumers have a plethora of information at their fingertips. This can sometimes give them an edge over the customer service representative they’re speaking with, especially when they sound confident or authoritative.
But here’s the catch: having access to information doesn’t always mean it’s correct.
Misplaced certainty often leads to misunderstandings, making customer interactions even more challenging.
So, how do you know when a customer is wrong? Why the customer is not always right? The list below should help you narrow it down.
When the customer is being unreasonable
Customers can have unreasonable expectations of your product. Whether they demand something outside of policy or expect perfection in impossible circumstances, these situations require setting boundaries.
Imagine you work at IKEA, where customers can return items within 360 days if they’re in good condition.
A customer brings in a desk purchased last month, claiming they no longer need it. A quick inspection reveals bent legs and peeling veneer—clear signs of misuse or a DIY project gone askew.
In this case, denying the refund is fair. Refunds are meant to protect reasonable returns, not cover damage caused by personal use.
When the customer is being disrespectful or abusive
No one deserves to endure disrespect or abuse, including customer service professionals.
Some customers cross the line—especially in remote or phone support situations, where anonymity can encourage undesirable behavior.
Early in my career, I did tech support for a SaaS business. A few months into my tenure, I encountered a customer who demanded something our product didn’t do.
When I politely explained this, he responded with insults, “You’re lazy, just like the rest of your generation. If you want to get anywhere in your career, you’ll get off your ass and get help from your manager to make this happen.”
I don’t even remember what the issue was. But I do remember how this customer made me feel: frightened that I’d lose my job if I stood up to him. I was shaking as I calmly ended the call, explaining that I wouldn’t tolerate a verbal assault and invited him to call back when he was ready to be respectful.
To this day, I’m grateful to have had a manager who backed me up completely. Later, he called the customer to warn him that such behavior wouldn’t be tolerated and could result in terminating his account.
When clients have unjustified requirements
Unjustified requests often revolve around money. This is especially common in SaaS businesses with freemium models or low-cost entry points, where low-tier customers feel entitled to the product.
Many customers request a refund after an annual subscription is renewed. Some ask for a refund six months after the renewal, even though they’ve actively used the service, because they suddenly realize they’re dissatisfied with the product.
Saying no to this request isn’t about being inflexible; it’s about fairness to everyone involved, including all customers and the business.
Sometimes, customers make wrong assumptions
Customers aren’t always wrong because they’re difficult or unreasonable. Sometimes, they’re just working off incorrect assumptions. The key is approaching these moments with clarity and kindness while maintaining your company’s integrity.
I once had a customer who purchased our software, assuming it could integrate with a specific platform. I’m not sure where they got that information, but it was very incorrect, as it was something we didn’t even have on our road map at the time.
When they reached out to complain, they were polite but frustrated. They insisted that the integration was “obviously included” because another platform they’d used had offered similar functionality.
While I understood their frustration, I took the time to explain that our software didn’t advertise this feature anywhere—it simply wasn’t part of our offering. While they weren’t thrilled, they ultimately admitted they’d assumed without verifying the details.
Why the customer is not always right
Blindly following the mantra “the customer is always right” can create serious problems.
Customers expect they’ll always get their way, no matter how unreasonable their requests may be. This puts undue pressure on your team and fosters entitlement that can spill over into other interactions—at work, in other businesses, or even in personal relationships.
This philosophy can also lead to poor decision-making by customer service professionals.
Many reps are natural people-pleasers—they want to make everyone happy, even at their own expense. But making decisions to please people creates a cycle where short-term comfort leads to long-term problems.
The best reps learn to set boundaries and accept that honesty may cause momentary discomfort but ultimately leads to better outcomes for everyone involved.
Say a potential customer is excited about your product. But they need a feature that’s been sitting on our roadmap for years with no release date. They insist they’ve seen something online claiming this feature is “coming soon.”
You have two options:
Confirm the incorrect assumption that you’ll work on this “soon” without making any promises. While this avoids short-term conflict, it ultimately leads to customer dissatisfaction, potential refunds, and damaged company reputation when the feature doesn't materialize.
Tell them the truth, even if it risks losing the sale. This might feel uncomfortable, but it will prevent future problems, maintain integrity, and might even build trust with customers who appreciate the transparency.
Setting realistic expectations builds trust and ensures better outcomes for both customers and your team.
Tips and Best Practices for Dealing with Customers Who Aren’t Right
Dealing with customers with wrong expectations can be tricky, but it doesn’t have to be confrontational. The customer is not always right, but they are always the customer.
You can resolve issues effectively by combining empathy, clear communication, and firm boundaries while protecting your team’s morale.
Here are some practical strategies to create an environment where customers feel respected without compromising professionalism.
Listen actively
The first step in any customer interaction is to listen. I mean, really listen.
Even if the customer is wrong, they need to feel heard. Let them explain their issue without interruption, and ensure you fully understand their perspective before responding.
Active listening not only helps diffuse tension but also ensures you’re addressing the actual problem rather than jumping to conclusions.
Show empathy and (maybe) apologize
Empathy builds trust. Note that “I’m sorry to hear that” isn’t empathy; it’s a half-hearted statement that usually comes off as dismissive.
True empathy acknowledges the customer’s feelings without taking responsibility for something that isn’t your fault.
For example, “That sounds frustrating. Let me help you with that” (or, “Sadly, we can’t help with that.”).
Apologies should only be offered when the company, agent, or team is at fault.
Misusing apologies as a catch-all response dilutes their meaning (and causes others to think less of you). If an apology is warranted, keep it sincere and pair it with a solution: “We’re really sorry we messed up. We’d like to make it right.”
Offer solutions
When customers are wrong, they often just need guidance to get back on track. Focus on what you can do rather than what you can’t.
For instance, if a customer misunderstood your product’s features, explain how they can use the tools available to meet their needs or suggest alternatives if your product simply isn’t the right fit. Offering actionable solutions shifts the conversation from frustration to resolution.
Communicate positively and completely
How you say something matters as much as what you say.
Use positive language to frame your responses constructively. Instead of saying, “We don’t support that feature,” try “While this isn’t something we currently offer, this is how we might be able to help.”
Avoid subjective wording. Instead, use objective statements to avoid ambiguity. “I’ll be in touch with an update within X hours” is far better than “I’ll get back to you soon.” Soon is extremely relative.
Even if there is no new information by your deadline, fulfilling your promise to contact you strengthens trust and credibility.
Set boundaries
Setting boundaries is essential when dealing with unreasonable or disrespectful customers.
Saying no is okay so long as it’s done professionally: “I understand your needs, but sadly, we aren’t able to accommodate them.”
If a customer becomes abusive, calmly let them know their behavior is unacceptable and outline the consequences: “I’m happy to assist you, but I need us to keep the conversation respectful if it’s going to continue.”
Protecting yourself and your team ensures a healthy work environment while maintaining professionalism.
Striking a Balance Between Customer Satisfaction and Business Integrity
The phrase “the customer is always right” may have been born out of a desire to improve customer service, but as we’ve explored, it’s not a one-size-fits-all philosophy.
Customers are human—they can be misinformed, unreasonable, or even abusive—and blindly adhering to this mantra can lead to unrealistic expectations, poor team morale, and wasted resources.
That said, customers are still the lifeblood of any business, and how you handle difficult interactions matters. You can manage these situations with professionalism and integrity.
Ultimately, the goal isn’t to prove the customer is not right—it’s to find a resolution that respects both their needs and your team’s well-being.
When businesses prioritize honesty, fairness, and clear communication over outdated mantras, they create stronger customer relationships while fostering a healthier work environment.
The customer may not always be right, but they are always the customer—and it’s up to us to strike the right balance.
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Anne-Marie Traas
Anne-Marie works as a Fractional Head of Customer Success focused on providing an optimal customer experience in every interaction. She specializes in driving process & product improvements, creating thorough and easy-to-understand product documentation, and teaching others how to communicate more effectively through the written word. You can find her on at her website annemarietraas.com.