Why the mantra 'customer is always right' is wrong

HR's social advocacy has the potential of placing the social licence of an organisation at risk. [iStockphoto]

In part, an advert read; "...ex-convicts with a positive track record during their prison time and after release are encouraged to apply". The advert attracted backlash from the public because the organisation in question was contradicting public opinion of previously incarcerated individuals.

Organisations operate with their customers in mind. Not only are organisations extremely sensitive to perceptions from their customers, they are ever reading the mind of the customer to conform to it in every step they take. "Customer is always right" is an anthem that managers continuously sing to their staff. In fact, many managers have a conviction that the success of their organisation is pegged on catering for their consumers' demands scrupulously.