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1. The customer encounters some problematic situation and due to the effect of the external environment, he thinks that there is some problem with the service or the product but he is not aware of the actual source of the problem, i.e., neither the
sub-conscious mind nor the conscious mind of the customer is aware of the actual source of the problem but the conscious mind finds a probabilistic source within the product or service based on his experience with the external environment but actually there is no such problem with the product or the service as per the service provider which he came to know after proper investigation.

Situation 2.1: Now, can customer be considered as wrong for thinking in that way?

Here, in this case it is the duty of the service provider that he should convenience the customer that there is no problem with the product or the service for that he can explain him about the product or he can also try to resolve the problematic situation faced by the customer if it is possible for him to do so or he can even suggest him the solution for that if he has.

For example, if an Internet Service Provider has provided a broadband internet service to the customer along with the software to use it but the customer is unable to connect to the net and service provider visits his premise and checks every thing and finds that there is no problem with the cable, server or the software but there is some problem with the computer of the customer then if he can fix up the problem then he should do so otherwise suggest the customer to do what exactly is required as this will increase the satisfaction level of the customer and will build a relationship of trust among them which will be useful for both of them.

Here, the customer can't be treated as wrong because he is not the expert of that product or service it is rather the service provider from whom every thing is expected.

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* Contributed by: -
Shashank Gupta,
2nd Year, PGDBM,
ICFAI Business School, Hyderabad.