The customer is always right The customer is always right "The customer is always right" is a motto or slogan which exhorts service staff to give a high priority to customer satisfaction. It was popularised by pioneering and successful retailers such as Harry Gordon Selfridge, John Wanamaker and Marshall Field. They advocated that customer complaints should be treated seriously so that customers do not feel cheated or deceived. This attitude was novel and influential when misrepresentation was rife and "caveat emptor" (let the buyer beware) was a common legal maxim. Variations include ""le client n'a jamais tort"" (the customer is never wrong) which was the
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