Archives for posts with tag: customer


The idea that customer is always right has been around for more than 100 years.

It was coined by Gordon Selfridge who worked for Marshal Field’s department store between 1879 and 1901.

A customer slogan that became a mantra for customer service.

It’s time to throw that mantra into a big pile of outdated rules.

The majority of companies still believe that if you don’t please every customer, you can’t be successful in business.

The truth is that if you go above and beyond for every customer your business will fail.

Or, at least, your profitability decreases.


The new rule: My ideal customer deserves 100%. The rest can eat dirt.

There are a tons of customers who make it their goal to get as much as they can out of a business.

They make your life miserable.

You have to give them discounts, freebies and engage them constantly.

Here’s an idea:

The business owner is always right.

The business owner determines the ideal customer.

And the business determines the rules.


At first.

Not when you think about it.

You just can’t serve everyone and make everyone happy.

It’s not possible.

When you offer a premium product, a customer looking for deals is wrong for you.

If you sell cheap airline tickets, customers can’t expect premium service.

The customer isn’t always right…for you!

In the end, it’s about the business owner.

You run the business.

You have to make sure to run it profitably.

And be around in 10 years.

If your customer isn’t right for you, you can’t deliver on your promise.

You can’t be loved by everyone.

But you should be loved by the right customers.

The ones you chose.

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The purpose of design is not to showcase your brand in the best light possible.

The purpose of design is about communicating your perception of the customer.

Develop a micro site with numerous ‘Buy now’ and ‘Purchase here’ buttons, and you tell everybody that you consider your customers as pure consumers.

Create a micro site with endless opportunities to collect data, and you tell everybody that customers are just data you want to collect.

A Facebook page with constant promotional posts and no interaction: We don’t care about you, we just care about our marketing goals.

When your forms are too long, you communicate: ‘My time is more valuable than yours.’

When your site is too complex to navigate, you say: ‘I care more about my metrics than achieving your goals.’

Branding has become a complex minefield of human interactions.

All of us try to maneuver that minefield without getting hurt (losing time, filling out forms we don’t want to fill out, etc.).

Bad design will try to create as many traps as possible.

Good design will help the customer to steer towards their goal.

Do you perceive your customers as sheep?

Or as valuable partners?