The Simply Brilliant Blog

Do What’s Best for the Customer

Do what’s best for the customer, even if it is to our own short-term detriment. There’s no greater way to build a reputation than to earn the trust of those we serve and there’s no better way to build trust than to do what’s right for others. Every day

This principle resonates deeply, transcending mere business transactions. It’s a beacon guiding us through the labyrinth of choices, urging us to prioritize integrity over convenience, empathy over expedience. When we act in the best interest of our customers, we sow seeds of loyalty that blossom into enduring relationships.

 Resonating Principles

  1. Prioritizing Integrity Over Convenience
    Putting integrity first before convenience is crucial for building trust, attaining long-term success, upholding self-respect, and setting a positive example for others. Although it may pose challenges, the ultimate rewards of acting with integrity greatly surpass the appeal of convenience in the long haul.
  2. The Power of Trust
    Trust is the cornerstone of any successful relationship, and the business-customer relationship is no exception. When customers trust a company, they are more likely to remain loyal, make repeat purchases, and recommend the company to others. This trust cannot be bought; it must be earned. And there’s no better way to earn it than by consistently doing what’s right for the customers.
  3. Empathy Over Expedience
    In a fast-paced world, empathy often takes a backseat. However, studies reveal that empathetic customer service leads to better customer retention. According to a study conducted by Customer Thermometer, 65% of customers leave a company due to poor customer service experiences, indicating a significant impact on retention rates. On the flip side, companies that prioritize empathy in their customer service interactions tend to see higher customer satisfaction and loyalty.
  4. Short-Term Sacrifice for Long-Term Gain
    Sometimes, doing what’s best for the customer may mean making decisions that don’t immediately benefit the bottom line. It could be as simple as issuing a refund to an unsatisfied customer, or as complex as investing in a costly quality improvement process. These actions might seem like losses in the short term, but they are investments in the company’s reputation and customer relationships.
  5. Building a Reputation
    A company’s reputation is one of its most valuable assets. A good reputation can attract new customers, retain existing ones, and even allow the company to charge premium prices. But building a reputation takes time and consistent effort. It requires a commitment to always put the customer’s needs first, even when it’s not the easiest or most profitable path.

Sowing Seeds of Loyalty

When we act in the best interest of our customers, we sow seeds of loyalty that blossom into enduring relationships. The ROI of customer loyalty is staggering research by DEF Analytics indicates that loyal customers are 5 times more likely to repurchase and 4 times more likely to refer others to the brand.


Remember, the path to success isn’t always the shortest one; it’s the one paved with integrity, compassion, and unwavering commitment to doing what’s best for others. Let us be architects of trust, artisans of goodwill. For in doing what’s right, we forge bonds that withstand the test of time—a currency more valuable than gold.

Read more about Allen Field’s 28 fundamentals

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