If you have worked in any kind of customer service position, chances are you have heard the phrase, "The customer is always right," from those in management positions above you, who hoped to instill some sense of diplomacy within you during your often rushed training sessions. What these managers often fail to explain (but we all very well know) is that the customer is not always right, but in most cases, you should make them feel that you understand their complaints and will take everything they say into consideration in order to make their future customer service experience better. Focusing on customer retention and satisfaction will build a better brand for the company through everyday subtle marketing and results. You want to gain a reputation for excellence and accountability when things go wrong. There are two important ways to do this—diplomacy and accountability, which both go hand in hand, and survey and application, which are two of a kind.