Customer service is obviously a key competitive advantage for companies who choose to excel in it. Companies like Zappos, Nordstrom, and the Ritz Carlton have built their entire brand positioning on going above and beyond.

However, there is a flip side to service. As agencies, we are often faced with the dilemma of abiding to client demands and doing what we feel is truly best for them. Now, don’t get me wrong. I’m not saying that clients are often wrong. However, everyone is prone to looking at things from a very insular point of view. Agencies, as well. That’s why it’s always good to gain different perspectives. Diverse opinions and outlooks are healthy to develop the best product.

The problem arises, in a business relationship, when either party begins to believe that service means the “customer is always right.” No one is always right, nor should we pretend that that should be an ideal. What matters is trying to do what’s right.

Providing excellent service is about continuously looking for ways to exceed expectations.

Being a servant is about doing what you’re told.

We are forced to make that choice every day. Choose wisely.