Unmasking the Hidden Enemy of Customer Service: Why Pride Can Ruin Your Relationships

The Enemy of Customer Service: Pride

I recently had the wonderful opportunity to interview Brian Hamilton on Amazing Business Radio. Brian is the chairman of LiveSwitch and an entrepreneur with a wealth of experience. At the end of every show, I ask, What last nugget of wisdom can you share with our listeners? His profound answer was:

“The enemy of customer service is pride.”

This concept resonated with me, especially in the context of my belief that the customer is not always right. Let’s explore how pride can hinder effective customer service.

When told that the customer is always right, we may face situations where a customer insists they are correct, even when they are not. For example, what happens when a customer tries to return an item after your 30-day return policy has expired, claiming they were told it was a 90-day policy? This creates conflict, and often, pride interferes with our ability to provide good customer service.

It can be difficult to set aside pride and empathize with a customer’s misunderstanding. Instead of addressing the issue constructively, we might find ourselves thinking:

• I know more than this customer.
• They clearly don’t understand how our system works.
• If they just listened to reason, they would realize they’re wrong.

These thoughts reflect how pride obstructs our commitment to customer service. To overcome this, consider the following strategies:

• Listen without interrupting, even if you believe they are wrong.
• When you respond, choose your words carefully to avoid escalating the conflict.
• Empathize with their frustration or concern.
• Focus on finding a solution rather than proving who is right.

The goal should never be to win an argument, but rather to win the customer. By letting go of pride and concentrating on helping, we create better outcomes for everyone involved. So, the next time you face a situation where you know the customer is wrong, ask yourself: What’s more important, being right or being helpful? The answer will guide you toward better customer service. Don’t let pride get in the way of good customer service!

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops. Connect with Shep on LinkedIn.