Sometimes customers make mistakes, they get confused, they exaggerate, or even lie. So if the customer is wrong, what should you do? You can still make the customer “feel right” by agreeing with them on the importance of what they value.
But there is a catch. The customer may not tell you what they value. In fact, they can even make it hard to know. You must work to find it.
For example, your customer says “Your service is so slow!”
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