We’ve all heard it said “The Customer is Always Right.” Right? No, wrong, as it happens, very wrong! If you believe that delivering great customer service is all about giving the customer what they want, then you’re in for a nasty shock. Despite the fact that the phrase is quoted everywhere (just take another look at the image attached to this post).

Basically, what this phrase implies is that the customer knows best. Think about it, despite the fact that you’ve spent years perfecting your knowledge and honing your skills to become the best at what you do, just because someone is your “customer” they suddenly know more than you? Yes, it’s a ridiculous as it sounds, but I see so many businesses bending over backwards to keep a customer happy when what they want is fundamentally wrong.

So my first piece of advice would be: It’s OK to say no to a customer.

You see, customers don’t always know what they want. They think they do, but, as the expert, you may know better. It is important that you use your skill to impart that knowledge to them. I’ll give you an example. A friend of mine is a graphic designer (let’s call him Bob) and a very good one at that. A customer came to him with the design for a new business card which Bob knew was fundamentally flawed. Using his years of experience, he attempted to steer the customer in the direction of a better design, but the customer would not be swayed, and so he went ahead and completed the work per the customer’s request.

A few weeks later, at a networking event, said customer (not knowing my connection to Bob) approached me, started a conversation, and asked me what I thought of his new business cards. I had to be honest and say I didn’t think they said anything about his business to which he replied “Yes, I know, no one seems to like them, but then I blame Bob, the guy who designed them. He didn’t do a very good job”. Now, for one thing, I knew very well that it was not entirely Bob’s fault, and, in all honesty, he has to take part of the blame for putting his name on something he knew wasn’t an accurate reflection of his talents. But it gets worse, unfortunately, because Bob was not there to defend himself, the message about his “unimaginative design skills,”no matter how inaccurate, may have already spread far and wide.

When we make a mistake, it’s very difficult to own up and admit we got it wrong. It’s far easier to blame someone else (in this case Bob) who’s not there to defend themselves, because at the end of the day, it’s less painful than taking the responsibility ourselves. Not very kind, but a common occurrence, I’m afraid, and one which so accurately demonstrates the old adage “other people’s mistakes become your problems”. They could cost you your reputation too.

You should never give the customer what he wants if what he wants is actually not the right thing for them, because they will make you responsible, rather than take on the blame themselves. Much better to decline, politely and gracefully, and move on to concentrate on clients who actually appreciate your skills.

So when someone asks you to do something you don’t agree with, never lose sight of the fact that you are the expert, you really do know your stuff, and you have to assume that someone who comes to you appreciates that. If they don’t, then they’re not the customer for you, because it will never end well for either of you.

You are the professional, so know your product, understand your customer, and then find the best way to create a happy harmony between them. Your future self will thank you.