Most companies have specific solutions they offer customers when an issue arises. Sometimes, despite your efforts, you can't meet their needs and need to get creative. More often than not, people evaluate exemplary customer service as being heard, validated, and treated fairly. The idea of what is fair may vary from person to person. But understanding this gives a deeper insight into the adage 'The customer is always right.' This term isn't meant to be taken literally. It more so conveys that good customer service is understanding, relating with, and delivering on expectations. Meeting those expectations equates to good customer service.

"I think it's the same when communicating with anyone. Everyone wants to feel heard, everyone wants to be treated with respect, and everyone seeks validation. So whenever I'm communicating with our customers, I engage, actively listen, mirror back to them what I feel they're communicating, and validate what they're communicating based on their perception and their reality. I'll present the situation back to them with the external components that may have been outside of their perspective. I'll share with them my knowledge, and the avenues I can explore to help them, and do my best to keep the communication as amenable and as transparent as possible. Show them that you're putting thought into it, exploring all options before reaching an outcome. In the end, by using whatever resources you have, you have to determine how much that customer's loyalty is worth and do all you can to deliver the best customer service experience you can to earn their brand loyalty."