If the customer is always right, what happens when they're wrong?

Seth Godin sums it up succinctly:

If the customer is wrong, they're not your customer any more.

In other words, if it's not worth making the customer right, fire her.

Have you ever had a customer that was wrong?  Did you do everything you could to make things right only to find that you couldn’t?  Imagine how much time you might have saved if you had simply fired that customer.

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