22. The Law of Customer Satisfaction

The customer is always right.

This is also called “rule number one” of customer satisfaction. We live in a customer-centered market economy. Never has the customer had so much information and so much power. Every company, large and small, must be thinking day and night about how to please customers faster, better, and cheaper than the competition.

The first corollary of the Law of Customer Satisfaction is If ever the customer seems to be wrong, refer back to rule number one.

The very best companies in America, and worldwide, are built on this philosophy. They have an obsession with customer service. They are continually looking for ways to please their customers better than any of their competitors and ...

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