Is the Customer Really Always Right?

For years, the saying "the customer is always right" has been the cornerstone of customer service. But as the world evolves and the demands of guests become more complex, I’ve started to question whether this old adage still holds true.

Let me share an example. Just recently, a friend of mine was travelling overseas. She took a water taxi to a terminal near her hotel with another couple on board, who had miscalculated their stop. As the water taxi approached its final destination, the couple realised it wasn’t quite close enough to where they were staying. Frustrated, they insisted the driver take them to another terminal further along the water—one that was not part of the ferry’s planned route. The driver calmly explained that it was impossible to change course, but the couple refused to disembark.

This incident left me thinking about the balance between exceptional customer service and reasonable expectations. Was the couple right to demand the driver accommodate their personal request, or were they simply expecting too much? Should the driver have complied to avoid conflict, or was he right in maintaining the integrity of his route?

In the hospitality industry, our goal is to ensure guests feel valued and heard. But that doesn’t mean every demand is reasonable or even possible. Nowadays, hospitality professionals must balance guest satisfaction with operational boundaries. Saying "yes" to every request, no matter how impractical, can harm both the business and the guest experience in the long run.

Instead of blindly following the notion that the customer is always right, we need to take a more nuanced approach. It’s about listening carefully, understanding the guest’s needs, and then doing our best to meet those needs within reasonable limits. In some cases, it’s not about saying "yes" to every demand but about finding a solution that works for both parties. When guests feel heard and respected, they’re more likely to accept alternatives, even if they don’t get exactly what they want.

This shift is especially relevant in the 21st century, where customers are more informed, more vocal, and more empowered than ever. Social media, online reviews, and instant feedback mean that hospitality businesses are under constant scrutiny. We need to manage guest expectations from the beginning. By setting clear, reasonable boundaries while maintaining a service-oriented mindset, we can ensure guests know what to expect and feel confident they’ll be taken care of—without sacrificing operational integrity.

At the end of the day, exceptional service is about empathy and problem-solving. It’s about making guests feel valued, not because we bend over backwards for every request, but because we take the time to understand their needs. In the case of the couple above, the driver could have empathised with their frustration and offered suggestions for local transport to help them reach their destination. That would have created a better experience for them without compromising the business’s operational needs.

As leaders in hospitality, we must train our teams to approach service with this mindset—understanding that there’s a difference between accommodating reasonable requests and trying to fulfill impossible demands. It’s not about who’s "right," but about delivering thoughtful, attentive service that meets the guest where they are.

The 21st century may have brought new challenges, but it’s also given us opportunities to redefine what great customer service looks like. By moving beyond the outdated mantra of "the customer is always right" and focusing instead on collaboration and empathy, we can create a more balanced, sustainable, and truly guest-centred approach to service.