Why "The Customer Is Always Right" Is a Dangerous Myth
- Brainz Magazine
- Jan 9
- 6 min read
Updated: Jan 11
Abisola Fagbiye is a Customer Experience Strategist and Microsoft 365 Productivity Consultant with a Professional Diploma in CX from The CX Academy, Ireland. A WiCX member, she transforms how businesses connect with customers, turning interactions into drivers of loyalty and growth.
For more than a hundred years, five words have been used to justify unfair treatment of employees, encourage customer expectations that are hard to meet, and create harmful service environments. This phrase dates back to 1905, when merchants often cheated customers, but today its misuse is hurting both workers and businesses. Knowing this history helps explain why taking the phrase literally can cause real damage.
Is the customer always right?
For over a century, business owners have often used the phrase "The customer is always right" as a protective shield for their employees. Unfortunately, this has sometimes led to unfair treatment and a toxic work environment, with employees feeling betrayed by their employers. But here's an interesting and important point, this phrase was never meant to be taken literally! Its origins date back to a 1905 article in The Boston Globe, highlighting a different era when stores operated under the principle of caveat emptor, or "let the buyer beware." Back then, stores often misrepresented products and treated customers with suspicion, creating a confrontational shopping atmosphere. However, visionaries like Marshall Field, Harry Gordon Selfridge, and César Ritz introduced a new approach, treating customers with dignity and respect, taking their complaints seriously, and believing them when they report issues. Their goal wasn't to declare that customers are always correct but to shift from an adversarial mindset to one focused on excellent service. This change aimed to break down the long-standing barriers of mistrust between customers and merchants.
The missing words that change everything
In recent years, social media users have shared that the original saying was longer, "The customer is always right, in matters of taste." This slight change really shifts the meaning. If we believe the customer is right in matters of taste, it suggests that businesses shouldn't argue with customers about preferences, choices, styles, or colours that suit them. However, it doesn't mean customers are right about prices, policies, or how employees are treated. According to Snopes' research, there's no evidence that Selfridge or any source used this more extended version.
The addition of "…in matters of taste" seems to be a modern way of explaining the original saying, which some find problematic. Even Selfridge himself appeared to acknowledge these limits. In a 1936 newspaper editorial, his department store stated, "The customer is not always right. There is such a thing, very seldom, as the unreasonable customer."
International variations reveal original intent
In France, César Ritz used the phrase "le client n'a jamais tort," which means the customer is never wrong. In Germany, they say “der Kunde ist König,” meaning the customer is king. In Japan, the phrase “okyakusama wa kamisama desu” translates to “the customer is like a god.”
These expressions reflect a desire to treat customers with the utmost respect, highlighting the importance of prioritising their satisfaction, genuinely listening to their concerns, and treating them with dignity. They don't imply that customers should be given unlimited power to misbehave or make unreasonable demands.
How the meaning drifted
As the retail environment improved and customer protections became common, the original idea behind the philosophy became less distinctive. Businesses didn’t have to work as hard to show customers they could be trusted because trust had become the norm. Even after its original purpose faded, the phrase stuck around. Managers began using it not to foster trust, but to dismiss employee concerns. Saying "The customer is always right" often ended conversations quickly, leaving employees in tough spots. If the customer is always right, then employees usually have to be wrong, no matter what. This permanently changed the power balance between customers and businesses.
The harm this myth creates
The phrase can sometimes allow abusive customers to demand anything and behave however they like. According to research from the University of British Columbia, frontline employees who face verbal abuse often experience adverse effects such as stress, anxiety, and emotional exhaustion. Understandably, employee morale can suffer when they feel unsupported. When staff see management consistently siding with customers, even when those customers are clearly wrong, it can be quite disheartening. This attitude can create a divide between management and employees, and over time, this cultural gap can be more damaging than individual incidents. It's essential to learn that training employees to handle difficult situations effectively requires strong support from management, rather than simply always siding with customers.
Companies that rejected the myth thrived
Herb Kelleher, the beloved founder of Southwest Airlines, took a notably caring and thoughtful approach. His core belief was "employees first, customers second, shareholders third." He felt that when employees are treated with kindness and respect, they naturally provide better service to customers, leading to success that everyone can be proud of. When some customers, who were upset and mistreated by Southwest staff, encountered Kelleher, he gently explained, "No, they are not always right.' Southwest Airlines would sometimes kindly suggest that demanding customers consider flying with other airlines rather than continuing to cause trouble for staff. This approach helped Southwest soar to become one of the most profitable airlines ever, enjoying many years of steady success, never having to furlough staff, and earning a place among America’s most admired companies. Putting employees first didn't hurt the customers, quite the opposite, it created a team of passionate staff eager to serve well.
Modern customers don't need paternalistic protection
The phrase originated when customers needed advocates to stand up to unscrupulous merchants. That era has passed. Today, consumers are more knowledgeable, connected, and empowered than ever. Research from PwC reveals that they actively seek reviews, compare products across different platforms, and interact with brands on social media. Customers no longer rely on businesses to always be right or to protect them. Instead, they appreciate honest information, high-quality products, fair policies, and respectful treatment. They are savvy enough to make wise decisions about where to spend their money. The old idea of "the customer is always right" doesn’t fit with today’s expectations. Modern customers want to be respected as capable adults who can assess value and make well-informed choices.
Better philosophies exist
The phrase "The customer deserves to be heard" emphasises the importance of customer feedback, helping employees maintain standards and boundaries. "Employees first, customers second" highlights the natural order that leads to excellent service. "Treat customers as you would want to be treated" encourages mutual respect without expecting subservience. Everyone involved in a business relationship deserves to be treated with dignity, neither should have unlimited control over the other.
Learning how to gather and respond to customer feedback fosters stronger relationships, much more than just accepting feedback without question.
Set appropriate boundaries
Establish clear policies on acceptable behaviour by emphasising that bullying, harassment, discrimination, and verbal abuse are unacceptable in your workplace. Offer staff comprehensive training on managing difficult situations, including techniques for de-escalation, staying calm, and knowing when to involve supervisors. Empower managers to support their teams effectively, especially when customers cross boundaries, encouraging them to step in rather than expecting staff to endure abuse alone. Be ready to end customer relationships that harm your employees. After all, some customers aren't worth the trouble.
While the phrase 'the customer is always right' was groundbreaking in 1905, it can actually be harmful in today's world.
The business environment it addressed has changed dramatically. The companies that truly succeed now are those that create organisations where employees feel valued and inspired to serve customers because they're treated well themselves.
Discover how fostering mutual respect and building customer loyalty can forge stronger, more meaningful relationships than mere subservience ever could.
This keynote gets standing ovations. "Kill the Script: Human Connection Wins Every Time" challenges everything your team thinks they know about service philosophy, including the dangerous "customer is always right" myth. Audiences discover the true history of this phrase, why literal interpretation destroys cultures and employee morale, and what healthy customer relationships look like. This provocative presentation transforms how leadership teams balance customer service with employee protection. Book this keynote that people talk about, or email.
Read more from Abisola Fagbiye
Abisola Fagbiye, Customer Experience Strategist
Abisola Fagbiye is a Customer Experience Strategist and Microsoft 365 Productivity Consultant who helps organisations rethink engagement, build CX-driven cultures, and drive retention and growth. With global experience spanning SMBs to enterprises, she delivers workshops and training that blend strategy, energy, and actionable insight. She is a mentor and rising voice in CX leadership.
Further reading:
How to Train Customer Service Teams That Actually Perform
How to Collect Customer Feedback and Actually Do Something with It
How to Turn Satisfied Customers into Loyal Advocates
