Improving Client Expe rience The old adage “the customer is always right” has been drummed into marketer’s (and customer’s / client’s) minds for as long as most of us reading can remember. But, does that make it right? The truth to this answer is “yes and no”. I apologise for giving such strictly clear foresight on this issue – but our reality is that this line is a tightrope that customers and marketers walk every day of their existence. Yes, “the customer is always right” because they are paying the money – each service provider (including products too) should be giving the customer what they want – but at the right price of course. But then, there is also the “no” side of this coin – encompassing customers who seek guidance and look towards outside professionals for counsel; or those restaurant patrons who want their double cheese burger without cheese, with chicken patties instead of beef, oh, and could you make the buns wholemeal too. As I said, a tightrope. ...
