Ebook | 1 min read

Fairness in the customer relationship

Last updated July 28, 2021

Win with fairness—strengthen your customer relationships

The concept of fairness is essential to the relationship between consumers and companies. The care, efficiency and thoughtfulness companies take in customer interactions can ultimately leave a longer-lasting impression than whether or not customers get their desired outcome in a conflict.

Although the old adage “the customer is always right” has been popular since at least 1914, many brands, at some point, ask themselves “to what extent?”

Zendesk worked with economist Dr Tony Hockley, of the London School of Economics & Political Science (LSE), in search of any light that the field of behavioural economics might shed on how fairness works in customer service.

The outcome is this research is compiled in an eBook that explores:

  • The balance between customer service efficiency and friendliness
  • The importance of proactivity when dealing with issues
  • The place of altruism in your service organisation’s values
  • The benefits of going beyond issue solving

Download this eBook for practical advice, examples and simple steps to build fairness into your customer relationships.

This eBook is the second of a 3-eBook series. If you missed the first eBook, “Cultivating Customer Loyalty by supporting choice making”, download it here.