About the saying -customers is always right?

Literally, the Customer is often times wrong. However, we need to approach Customer complaints not as a battle between us being right and the Customer being wrong as that's a battle you will never win in the long run, I.E. they'll stop doing business with you. We have to make the Customer feel as though they are right by doing everything we can to resolve the problem, even if that means swallowing our pride and giving them what they want because in the long run, that's how you earn a Customer for life.