Why the mantra 'customer is always right' is wrong

However, this noble idea should go further. Organisations should realise that occasionally, the "customer is wrong". Faced with this reality, organisations should put on the armour of confidence and simply educate and correct their customers. The need to not only follow the public opinion by engaging in corporate social responsibility, to shaping their customers' opinion through human resource social advocacy is a win-win for the organisation and the public in the long-run.

Human resources social advocacy is an interventionist approach where the HR proactively engages in efforts aimed at shaping and/or changing people's perceptions on social issues. HR advocacy in shaping opinions is done through the conveyance and communication of ideas related to HR matters of public interest. As a corporate communication artefact, HRSA is developed by the HR department with the aim of attaining social change through proactively shaping public perceptions toward major issues in society.

Organisations should tread carefully here, though. This is because, unlike corporate social responsibility, HR's social advocacy has the potential of placing the social licence of an organisation at risk because of an attempt to shape the public opinion on an issue that is unpopular. This is exemplified by the imaginary utopian advert above. The reason organisations never consider such an advert is because of the negative perceptions towards previously incarcerated individuals in society.

This does not mean that organisations should fear to engage in such unpopular stand, especially when the end-goal benefits all. What they need are effective strategies to counter initial resistance and negative publicity.

Ms Serebwa is a HR Professional. [email protected]