{"id":6744,"date":"2025-09-03T19:15:36","date_gmt":"2025-09-03T12:15:36","guid":{"rendered":"https:\/\/www.eurogroupconsulting.com\/?p=6744"},"modified":"2025-12-24T15:59:12","modified_gmt":"2025-12-24T14:59:12","slug":"the-customer-king-a-myth-to-be-deconstructed","status":"publish","type":"post","link":"https:\/\/www.eurogroupconsulting.com\/en\/publications\/article\/le-client-roi-un-mythe-a-deconstruire","title":{"rendered":"The Customer King: deconstructing the myth?"},"content":{"rendered":"
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For decades, the expression \u00abCustomer is King\u00bb has been a mantra in the corporate world. It reflects a vision in which the company places the customer at the top of the decision-making hierarchy, adapting its products and services to his every wish. This approach, stemming from mass marketing and reinforced by increased competition in a globalized world, has shaped the customer culture of many organizations.he best listening, the best experience, wins.<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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At a time when opinion platforms are exploding, demands are on the rise, and abusive behavior is on the rise, this maxim is showing its limits. It now gives rise to misunderstandings, internal tensions and even managerial excesses.<\/span><\/p>

And what if, paradoxically, the myth of the \u00abCustomer King\u00bb weakened customer culture more than it developed it? It's time to question this belief, and think about a more balanced, more human, more sustainable customer-company relationship.\u00a0in fine...<\/em> more efficient.<\/p><\/div><\/div>


The origins and virtues of expression<\/strong><\/h3>


The concept was theorized and popularized mainly in the Anglo-Saxon world and in the retail sector. The formula is often credited to <\/span>\u00abThe customer is always right\u00bb<\/strong><\/a>\u00a0\u00e0\u00a0<\/span>Harry Gordon Selfridge<\/strong>, founder of Selfridges department stores in London at the beginning of the 20th century, or to\u00a0<\/span>Marshall Field<\/strong>, American businessman and founder of the famous Chicago stores of the same name.<\/span><\/p><\/div><\/div>

These distribution pioneers implemented an innovative sales policy for their time:\u00a0always prove customers right to win their loyalty<\/strong>, even if this meant occasional losses or unjustified returns.<\/p>

\u00abRight or wrong, the customer is always right.\u00bb<\/em>\u00a0- Harry Gordon Selfridge (circa 1909)<\/p>

The premise is simple (and largely validated by academic research): customer satisfaction is the key to success. In a competitive market, whoever offers the best service, the best listening, the best experience, wins.<\/p>

Note that the expression \u00abClient Roi\u00bb, widely used in France, has a more monarchic and symbolic tone. Does this expression reflect a cultural heritage? In any case, it reinforces the idea that the company is at the customer's service, and not the other way round. The royal figure evokes obedience, reverence and the idea of supreme power exercised by the consumer.<\/p>

The expression has forged the customer orientation of many individuals, its raw evidence constituting its strength. As employees themselves remind us during customer culture diagnostics or research projects: \u00abit's the customer who (keeps) them going\u00bb. In this sense, they often point to a strong preoccupation on the part of their management or organization to :<\/p><\/div><\/div>