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Customer Is King – Make The King Happy

Although there are lot of companies which uses customer service as a tool to rectify the customer complaints, they overlook the things which are essential to make customers happy. In today’s marketing world where customer is the reason any business survives, it is really very critical to satisfy customers’ needs.

Customers today want the very most and the best for the every cent spent, and on the best conditions. Only the individuals and companies that provide extremely exceptional products and services at reasonable prices last. This article explains the practices which can be exercised to please the customer. Also the article explains the difference of types of customers


Those were the days when Ford used to sell the cars in black colour only quoting “any colour you wanted providing it was black”. Today, the whole idea of selling a car in one colour seems absurd. There are millions types of cars available in thousand different colours and still customers are unsatisfied.  What has changed is the fact that where as in market, today the situation is reversed and now the customer is king. That is what today’s customer is.  Customers are now able to tell you – what they like or dislike about your product, marketing system, business and brand. This is where the substantial change has happened. What has led this change in the customer’s behaviour?

What led customer to be a king?

Why a cloth selling company will take the automotive parts back from the customer? Well that is why ‘Nordstrom’ famous for. It is story when a customer returned automotive part to Nordstrom stating that it was bought from Nordstrom and Nordstrom accepted it back. According to Nordstrom, the clerk accepted the tier back because that is what customer wanted. The whole story explains the importance of customer in today’s market and the extent companies are luring them.

There is no disbelief that today’s consumers are at a far better position than that of past as consumers with more safety, security and choices towards product as the products are made as per their convenience, needs and desires. Lately the markets have been transformed from “sellers market" to “buyers market" where the choice exercised by the consumer will be influenced by the level of consumer awareness achieved. When it comes to customer preferences, it is not a matter of right, wrong or what might ultimately be acceptable. It’s simply a matter of what the customer wants to buy.

Meeting some of a customer’s demands may be expensive. But then, consumers are the one who is paying for the product.  Today the firms do not leave any stone unturned to attract the consumer and gain a significant market share.  The companies have started differentiating their own products with the consumers’ eyes. They promise of the value to be delivered and believe in customer value proposition. But what makes customer so important to business owners?

Why customer is important?

To any business, customer eccentricity is as important as product. Today the markets are guided by the desire of customers. There are companies like Southwest Airlines quotes that “We like to think of ourselves as a Customer Service company that happens to fly airplanes”. Customer eccentricity is extremely essential to a business, because without customers you will no longer have a business. It has been studied that customer are very prone to lose interest in the product with every new product launch.

It is known that process of acquiring new customer needs more money on advertising and marketing to make new people aware of your business and get them in the door to make a purchase than that of retaining the old customer. It helps to provide revenue and certainty for the business. If organizations do not develop customer loyalty and satisfaction, they could lose their customers. It is essential for the companies to create a friendly atmosphere for customers; greetings, smiles, and eye contact. What else should business owners consider to make the king happy? Is just a customer service or effective customer service required?

How to please the king?

Who wants to lose? Nobody – that’s why a win-win resolution is so important. Studies have shown that keeping customer happy has always given positive results to company. In any service industry, it is very often when the customer gets cranky and comes back frowning.  Turning that cranky customer into your number one cheerleader is not a big deal. Making little changes to service style can make big differences to your customers.  Here are some tips to go from okay customer service to great customer service.

Ask, listen and communicate - Always provide customer what is expected. Have proper communication which keeps customer calm. Also it is very important to listen to customers need.  A good listener is always a good seller. By listening to customers you can best determine exactly what they are looking for and help them determine the best product for their needs.

Stick to promises made - It is always important to play the sales game without misleading the customer about products, pricing, delivery etc. Stick to promises you made to customer. Reliability is an important part of any good relationship. Broken trust definitely hurts business in a long way. This rule applies to all aspects of your business including appointments, deadlines, etc. Also As a seller, it is equally important that a customer buys into us before he or she buys a product.

Treat customers kindly - It is the human tendency to get pampered which implies to customers too. Always give customer something more than expected. They want to feel like valued customers whose time and opinion matter.

Be Innovative - Customer is a hungry species and keep looking for new things in the market. Bit of innovation definitely helps to attract new customer. It also helps retaining the old customers as well which is utterly critical to any business in the competitive market.

Create personal relations – Studies have shown that a well planned public relations campaign is often far more effective than advertising. Public relations will customer helps seller to build goodwill among customers and community. It alleviates the brand popularity and creates good perceptions regarding your company and services. There are many other ways such as appreciating the alliance, loyalty programs or reward points which enhance the confidence of customers.

Be passionate about customer experience - It is very important for a seller to identify the reason he is in business. It is none other than the customer who demands us to be in the business. We as business owners should be focus to provide a good customer service to our customers.

Believe in your product - Selling is only a transfer of belief. It’s simply helping others believe the same way you believe about a product or service. Also it is always easy to get other people in something in which you believe too. Hence it is very important for a seller to believe in his product before convincing buyers to buy that same product.

Smile - Who else can understand the power of smile more than a sales person. A man without a smiling face must not open a shop. Smile speaks that you are positive about the interaction with the customer.  It helps you to gain the confidence of the customer and gives an ease of access to customer.

Power of 5 W’s – As said by Donald Porter - Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.  It is very important for sellers to understand the problem of the customer. It is one of the most influential ways to calm a furious customer is to show you really do comprehend their dilemma. To ensure the clarity of the problems, you need to ask questions which explain power of 5 W’s which are: Who? What? Where? When? Why? The Ws help us to solve the problem efficiently and quickly.

Resolve disagreements - “Do it with a LAUGH”.  Customer complaints are the tests which teach us to learn hard and fast. Five A’s are definitely a best approach to solve any dispute with customer without any further pending grudges which may not be in favour of you. Use Acknowledge, Apologize, Accept Responsibility, Adjust the solution and assure that customer that problem will be solved.

Remember the golden rule- Put yourself in the position of the customer, and treat them as you would like to be treated as a customer by the business owners. Would you be like to suffer as a customer? Definitely Not.  But there are times when customer can have unreasonable demands or tries to exploit the services given where business owner should identify the right customer. How to identify the right customer and when the customer can be wrong?

Is the customer really always right?

In my opinion, most of the customers are right but there is always going to be a customer that just cannot be pleased. These customers are from one those people, who are nit-pickers, whiners and belongs to “the know it all” crowd. These customers can never be pleased even after offering free services.

Take an example of US number one Southwest Airlines. Few years back, Southwest Airlines employees asked an obese passenger to pay for two seats. The passenger later sued the company. After couple of court hearing, the southwest airlines won the case. This was a clear case of a customer who was wrong. To any airlines, all the passengers are its liability including the one who sat next to obese person. Business owners are responsible to serve each of their customers equally.

There are several reasons why customers can become irrational or difficult to deal with.  As Jeff Bezos has said that “If you make customers unhappy in the real world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends”. In the era of marketing where customers are sanctioned with the power of digital and social media to overtly blow up their dissatisfaction. And as a result of that, we hustle to carry out their unethical demands. By this, we build a different cohort of customers who actually adhere to us even when they are wrong and we are right.

Who is the ‘Right’ customer?

Do we know who our right customer is? It is really tricky to differentiate between the right customer and the wrong customer is not right. Studies have suggested few parameters which help to understand the difference of right and wrong customers. Below are the parameters which can used to assess the customer:

Discount seekers – if the customer only looks forward for discount ignoring the kind of service offered, he is definitely from one of those greedy customers which can never be loyal to company and will switch to different products as soon as  finds a cheaper one. Business owners need to tackle this type of customers with not depending much upon them.

Win-Win attitude – It is very critical for the business sellers that customers respect their service and brand. A wrong customer always looks forward to have an advantage over the service provided by owners. A wrong customer will always make bad reviews about company where as a right customer appreciates the service offered to him/her and believes in win-win situation.

Other than above, the “right” customer does not take pleasure in misusing the service provided to them and does not enjoy value he or she did not pay for.

An intelligent business owner identifies the right customer. It takes responsibility to make them feel like a king does. It acknowledges the “right” customers in a public way which retunes the expectations of all customers. Treating the “right” customers as kings let wrong customers realize the importance of being reasonable to their demands.

This article has been authored by Jitendra Shukla from S.P Jain College of Management Dubai/Singapore .

Image: FreeDigitalPhotos.net

Views expressed in the article are personal. The articles are for educational & academic purpose only, and have been uploaded by the MBA Skool Team.

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Consumption and Consumer Society

  • First Online: 08 September 2023

Cite this chapter

consumer is king essay

  • Dilip S. Mutum   ORCID: orcid.org/0000-0002-9857-1164 5 &
  • Ezlika M. Ghazali   ORCID: orcid.org/0000-0001-7824-4433 6  

Part of the book series: CSR, Sustainability, Ethics & Governance ((CSEG))

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This chapter explores the intricate relationships between consumption, consumer society, and marketing's substantial role in economic development. It delves into the premise of consumer sovereignty, where consumers influence various aspects such as public policy, social welfare, and environmental health through their buying patterns. The critical question posed is the definition of a sovereign consumer and how this notion leads to consumer empowerment. As consumer influence expands, businesses must reshape their interactions with customers, acknowledging that many still remain vulnerable due to particular constraints and marketing practices. Consequently, the chapter emphasizes the necessity to craft strategies that promote consumer empowerment while mitigating their vulnerabilities in the marketplace.

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Mutum, D.S., Ghazali, E.M. (2023). Consumption and Consumer Society. In: Consumers, Society and Marketing. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-031-39359-4_1

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Why do we say “the customer is king”? What is the origin of this expression?

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Origin of the phrase

According to different sources consulted, the expression “the customer is king” has its origins at the beginning of the 20th century. It is often attributed to American businessmen such as Marshall Field, founder of a famous department store chain. However, it is important to note that there is no absolute consensus on the exact origin of this expression.

Meaning of the expression

The expression “the customer is king” is a phrase commonly used in commerce and business to emphasize the importance of the customer in a business. It highlights the principle that customer satisfaction must be at the heart of a company's concerns, because customers are essential to its success.

Why do we say “the customer is king”?

The main reason why it is said that “customer is king” is because customers play a crucial role in the success of a business. Here are some arguments to support this assertion:

1. Profitability: Customers are the main source of revenue for a business. Without satisfied customers, it would be difficult for a business to thrive and make a profit.

2. Reputation: Satisfied customers are more likely to recommend a business to others, which can contribute to its positive reputation and the acquisition of new customers.

3. Loyalty: Paying close attention to customer needs and expectations can foster their loyalty to a brand or company. Loyal customers are more likely to continue making regular purchases and remain loyal despite competition.

4. Competition: In a competitive market, businesses must stand out to attract and retain customers. By providing exceptional customer service, a business can differentiate itself from its competitors and gain a competitive advantage.

When “the customer is king”?

This expression is applicable to all situations where a company interacts with its customers, whether before, during or after the sale. Here are some examples of key moments when “the customer is king”:

1. Before the sale: Marketing and communications efforts are focused on understanding customer needs and creating a value proposition tailored to their expectations.

2. During the sale: The company must provide a pleasant and personalized customer experience, answering questions and facilitating the purchasing process.

3. After the sale: Following up with customers after the purchase is essential for their long-term satisfaction. The company must be available to resolve any problems and provide quality after-sales service.

Where “the customer is king”?

The expression “the customer is king” applies in all areas where companies offer products or services to customers. Whether in the retail, restaurant, tourism or professional services industries, the importance of the customer is universal.

Who is affected by “the customer is king”?

Anyone working in business, sales, marketing or customer service should be aware of the importance of the customer. This includes front-line employees, such as salespeople and customer service representatives, as well as senior executives and marketing managers. Each team member must play an active role in ensuring customer satisfaction and loyalty.

It should also be noted that this expression applies not only to individual clients, but also to professional clients (B2B) and institutional clients.

In conclusion, the expression "the customer is king" highlights the importance of customers in the success of a business, emphasizing the need to offer them quality service, meet their needs and ensure their satisfaction. This expression is widely used in business and remains relevant today.

*Sources consulted on August 28, 2023 [1], [2], [3]*

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The phrases ‘the customer is king’ or ‘the customer is always right’ are often used in commerce to describe the relationship between businesses and their customers

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IELTS essay The phrases ‘the customer is king’ or ‘the customer is always right’ are often used in commerce to describe the relationship between businesses and their customers

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  • Intro and Importance of Consumer Protection

Gone are the days of “Caveat Emptor” now it is “Consumer is King”. There are no dearth of sellers who wish to fulfil all of the consumer’s demands, and cannot afford to alienate consumers with bad service or products. Consumers have tools at their disposal such as consumer complaints, courts, forums etc. Let us take a look at consumer protection in India.

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Introduction to consumer protection.

A consumer is the one who assumes to be treated like a King as they bring business to the seller. Previously “consumer was asked to beware” but these days fingers have been pointed to seller “let seller be beware” as due to policies introduced, government laws, consumer protection, NGO and the increased competition in the market.

Consumer Protection is a term given to a practice wherein we need to protect the consumer from the unfair practice, educating them about their rights and responsibilities and also redressing their grievances.

Consumer Protection and Consumer Complaints

Browse more Topics under Consumer Protection

  • Consumer Protection Act
  • Consumer Rights/Responsibilities
  • Legal Protection to Consumers
  • Consumer Organisations and NGOs

Why do Consumers need to be Protected?

There are n number of products in the market which are injurious to the health of the consumer, adulteration, false weights, monopoly and unfair trade practice are some of the issues that need to be tackled and are to be addressed to protect the consumer against it.

How do we Protect the Consumer?

  • The consumer should be educated on their rights and responsibilities
  • Their grievances should be redressed
  • The judicial body requires to provide them with the justice.

Consumer Protection and Consumer Complaints

Importance of Consumer Protection

I. importance from consumer point of view  .

  • Consumer Ignorance : Consumer when seeing it from their point of view then we have gathered some aspects to it. Of which, Consumer Ignorance needs to be taken care of they should know how to exercise their rights and how to seek reliefs.
  • Unorganised Consumer : We need a Consumer Organisation which can unify the consumers and help them seek relief with their consumer issues.
  • Widespread Exploitation of Consumer : Consumer is been exploited through the ways of adulteration, false practice, fake weights, incomplete information on packaged products, Misleading Advertisements . For instance, there are many products that claim to make you fair or reduce your weight but when you use the products it does not provide what is promised.

II. Importance from Business Point of View

Do business really need to consider consumer protection, is there a way which can benefit them as well? Let us have a look at some of the points which provide us with some insight :

Consumer Protection and Consumer Complaints

  • Long-Term Interest of Business : If one wants to increase their customer base in long-term then they need to make a satisfied customer. A satisfied customer with their word of mouth would make more customer and increase the consumer base.
  • Business uses society’s Resources : Business should not hamper consumer confidence as most of the resources taken from the society. In turn, business keeps in mind public interest and provide products accordingly.
  • Social Responsibility : Business have responsibilities towards the consumer, government bodies and society and they should work in a way which should be beneficial to them and the business as in return it will flourish their business.
  • Moral Justice : Business has a moral duty to the society and consumer and they should take steps which should not hamper the society or consumer. They should prevent any sort of exploitation like adulteration, unfair practices, defective product, fair price and weight.
  • Government Intervention : To avoid the situation of government intervention in the business which could be a hectic task. For that business should design their trade practice in such a way which would be in the interest of the consumer.

Consumer Complaints

Consumer Complaints are the first step of redressal that the customer takes in the process of consumer protection. Hence this is the most important step that the businesses need to handle with extreme care and dexterity. And in the times of the internet consumer complaints and feedback has more power than ever

Consumer complaints can actually help an organization improve their products and services. It is a great form of feedback. It gives you a very fair measure of customer satisfaction. And if consumer complaints are dealt with swiftly it actually helps with customer retention and even improves the goodwill of your company.

So instead of treating consumer complaints as a hindrance or a headache, organizations can treat it as a way to bring about improvement and grow their consumer base.

Solved Question for You

Question: What are the ways and means of Consumer Protection?

Ans: The various ways and means of Consumer Protection are:

  • Self Regulation
  • Consumer Organisations
  • Consumer Awareness
  • Business Associations

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Consumer Protection

  • Consumer Awareness, Consumer Rights and Responsibilities

2 responses to “Consumer Organisations and NGOs”

from -mukesh m chandiramani,7a-30,navjivan society,lamington road,mumbai-400008 i had booked the appoinment for covid-19 test for mr mukesh mohan chandiramani(age 48) and rekha mohan chandiramani(age 73) with KlinicApp Network Lab – Krsnaa Diagnostics dated 30-07-2020.but the government of maharashtra did not allow KlinicApp Network Lab – Krsnaa Diagnostics to enter navjivan society,lamington road,mumbai-400008.the government of maharashtra blocked my testing by KlinicApp Network Lab – Krsnaa Diagnostics,inspite of repeated calls to 022-23835004 bmc d ward office i was not allowed to be tested for covid-19.i have sent emails to hon chief mininster of maharashtra and hon prime minister of india dated 30-07-2020 and 31-07-2020 but till date i have not got any reply. i would like the government of india to pay me compensation of 5 lacs for blocking my covid -19 test dated 30-07-2020

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  • Consumer Is the King

Consumer Is the King - Essay Example

Consumer Is the King

  • Subject: Business
  • Type: Essay
  • Level: Undergraduate
  • Pages: 7 (1750 words)
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  • Author: piperreilly

Extract of sample "Consumer Is the King"

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Strategic analysis and choice, consumer psychology and buyer behavior, service marketing, objectives, strategies and planning, turning around fortunes at procter & gamble, capitalism and socialism systems, principles of marketing, marketing orientation, westernisation or integration of different cultures.

consumer is king essay


consumer is king essay

IELTS Agree/Disagree Essay Sample 4 – Consumerism

In this post, we will look at an agree/disagree essay  example from the IELTS writing task 2 test. Students often ask if the questions are repeated year after year and the answer is no, but the topics are. There are so many questions written each year, you may find your practice answering various questions on different topics. For example, you could write essays to answer questions about education or the environment, which benefits you because you learn vocabulary associated with those topics and develop ideas that can help you in your writing test.

Practising writing IELTS task 2 essays  on a range of topics is a great way to learn new vocabulary for those topics, but also to practice your essay structures . You begin to develop your ideas around those topics, thinking of examples and giving your opinions. 

If you would like to purchase a 31  page PDF download that is easy to read and print out please take a look at the bookshop >

If you would like to learn how to structure an agree/disagree essay  please click the button below >

Take a look at the IELTS essay example  below >>

It is believed by some that the price of a service or an item is an essential factor to consider before deciding to purchase it.  This essay believes that people should take into consideration the cost before deciding to buy or not.  Firstly, this essay will discuss the benefits of considering the price before making a purchase and secondly, how wanting expensive items can lead to crippling debts.

On the one hand, people should be given enough time to think about the price of something before acquiring it. They need to consider if they can afford it as this can give them problems in the future. They need to think about their monthly expenses as well as their overall salary, to see if they can afford what they want, and making sure they do not get into debt. For example, a survey by the Business Mirror Philippines in 2010 revealed that 8 out of 10 Filipinos preferred to save the money needed before buying a new cellphone, rather than using a credit card because they were afraid of having monthly debts.

On the other hand, over the last few decades, the rise of credit card debt has been escalating.  More and more people are tempted to buy products without considering the price due to the pressure from advertisements, peer pressures and the ready access to credit cards. There are a lot of luxury items that have been purchased using credit cards, which in return has lured many individuals into debt. For instance, a study by the Metrobank of the Philippines reported that 99% of credit card applications came from minimum wage earners who wanted a credit card to purchase high-end products.

In conclusion, I agree that people should plan first before making a decision to buy expensive products or services for this could only give them problems in the future if they cannot afford it.

(Word count – 314 / Band score – 8)

Instructor Feedback on IELTS Agree/Disagree Essay Sample: Consumerism

consumer is king essay

  • Task Achievement  – The essay provides an answer to the question asked, supported by relevant examples.
  • Coherence and Cohesion  – The answer has been divided into clear logical paragraphs and each main body paragraph only has one main idea. There are cohesive links between the main body paragraphs .
  • Lexical Resource  – There is evidence of a wide range of vocabulary, with no errors in the text.
  • Grammatical Range and Accuracy  – The answer has no grammatical errors. The sentences have a wide range of structures. 

We hope you found this post useful in helping you to study for the IELTS Test . If you have any questions please let us know in the comments below or on the Facebook page.

The best way to keep up to date with posts like this is to like us on Facebook , then follow us on Instagram and Pinterest . If you need help preparing for the IELTS Test, join the IELTS Achieve Academy and see how we can assist you to achieve your desired band score. We offer an essay correction service, mock exams and online courses.

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