Complaining Customers
by Dr. Kevin Nunley.

You probably have noticed that many major department stores take the attitude that "the customer is always right."

I often wondered where the wisdom was in this. More than once I've witnessed a demanding customer dressing down a clerk who patiently listened, even though the customer was clearly in the wrong.

Marketing research done by major companies tells us why "the customer is always right." Much of it has to do with word-of-mouth.

A customer who has a bad experience generally tells 10 other people about it. Others will tell more. The number of people who eventually hear about the bad experience can reach upwards of 100.