Customer is always right- goes the maxim. Handling customers over the years as an insurer and broker, at times one gets really worked up and starts doubting this.I say to myself, this statement is always true……only there is a continuation to the sentence — “Customer is always right, but this does not mean you are wrong “ . Each one is right from his standpoint.
Every customer is unique in his own way, but broadly they fall under four categories as per my reading.
First category can be called SANTA CLAUS. They only ask/ assess if you are good/have been good and give whatever you want. There is complete trust. They rely on the judgement of the supplier/service provider and give them a free hand. Very difficult to find Santa Claus, but believe me, when found, these guys get the best in terms of value and service because vendors go out of their way to repay the trust.
Then we have PETER PAN -inquisitive, questioning, wanting to know each and every thing about the product or service and refusing to grow up. One needs to measure up to their expectations and when they find such a vendor, they secretly admire them and are happy to walk with them as a small kid would, with an elder.
Then we have SHYLOCK – a band which believes in extracting their pound of flesh and they are quite blatant about it. No beating round the bush. Price is what matters, let all other attributes be damned. They believe that with money anything and everything can be achieved.
Last category can be called WOODPECKER. Why? They keep pecking away at the vendor believing that only this way the vendor would give his best. They know what they want but go about in a roundabout manner and thereby miss the larger picture at times. Trust levels with the vendor are low and the woodpecker does not hesitate to fly away suddenly to another vendor.
More often than not, customers display the characteristics of more than one category detailed above, but one needs to look at the dominant trait.
Mind you, all the categories described are honest and ethical as we would not like to deal with anyone who is dishonest or even call him a customer, in the first place.
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