'The Customer is Always Right' was a mantra instilled into staff by Gordon Selfridge when he opened his landmark London department store in the early 1990s.

Does that still hold true for businesses in the 21st century?

Dan Pratt, founder of a customer experience agency DAP Consultancy says "Yes . .except when they are wrong!"

Dan has worked in customer relations most of his career in a variety of industries. He once manned a customer complaints phone line "being shouted at for 8 hours a day"

In this episode he describes the different types of customer, and how to categorise and deal with complainants. He also talks about ways of combatting negative, and often unjustified, online reviews.

This the second episode in our new podcast The Agri-Turf Academy Show and ideally complements the first episode on selling by St John Craner (link below).

DAP Consultancy

The Art of the Sales Conversation by St John Craner