CX Myth #1: The Customer Is Always Right

CX Myths: Debunking Misleading Beliefs About Customer Experience

Many common beliefs about customer experience are misguided, based on oversimplifications or a lack of consideration for real-world constraints. In this series of posts, we debunk these myths.

CX Myth #1: The Customer Is Always Right

What’s Wrong: Like all human beings, customers aren’t always right. They sometimes complain when the company did nothing wrong, request things that the company can not or should not provide, and periodically just make mistakes.

What’s Right: Customers are not always right, but they always deserve the benefit of the doubt, and to be treated with respect even when they are wrong.

What You Should Do:

  • Be respectful. Just like with customers, always treat employees with respect, even when they’re wrong.
  • Train for conflict. Teach employees how to deal with upset customers. This includes learning not to get defensive, showing empathy, and using positive language to dampen customers’ negative emotions.
  • Back away. Allow employees to disengage with customers when they are being disorderly.
  • Learn from mistakes. Review situations when customers are wrong to identify (and improve) areas where your organization may be purposely or inadvertently misleading customers.
  • Say goodbye sometimes. Don’t worry about losing customers who can’t—or won’t—be happy with how you run your organization.

The bottom line: Customers aren’t always right.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

6 thoughts on “CX Myth #1: The Customer Is Always Right”

  1. I did some research to find the origins of “the customer is always right” and discovered that the quote has probably been twisted from the original. There’s no consensus on who first said it, but most accounts trace back to an original sentiment that’s similar to what you describe–customers are sometimes wrong, but it’s our job to help them become right.

    Here’s a link to what I found about who first said that phrase:

  2. Thanks for the post. I think the larger question is which is customer is “right” and why should we be listening to them. The not so little truth that few want to talk about is center in the extended expression that ” All Customers are created equally…some are just a little more equal than others.”

  3. As CX professionals, if we say “the customer is always right”, we take away from them the fact that they are human beings and it is normal to make errors.

  4. Praiseworthy blog! We at Dear Customers Australia strongly agree that the customer isn’t always right. The quote “The customer is always right” can be seen as a way explaining the importance of customer service. However, this shouldn’t be taken literally, at the end of the day, we’re all only human.

    In Australia there has been an increase in abuse from customers towards retail and hospitality workers. Employees want to provide excellent customer service and customers want their needs and expectations met. We believe it is important that both employees and customers are respectful and considerate towards one another. Having this mutual respect will allow for better interactions for both parties.

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