The customer is king - an outdated view in modern consulting?

The origin of the saying and its meaning

"The customer is king" has its roots in the service sector and comes from a time when customer service mainly meant fulfilling the customer 's every wish - regardless of how reasonable that wish was. The concept is simple: the customer pays for a service, so they should get exactly what they want.

But this thinking dates back to an era when services were often standardized and less complex. Nowadays, especially in the field of consulting and training, it's about much more than just fulfilling wishes. It's about creating added value, imparting knowledge and finding the best solutions together.

The role of the consultant - more than just a recipient of orders

In my work as a consultant and trainer, I have often found that clients come to me with fixed ideas. They have clear ideas about how a project should be implemented or a problem solved. But what they often don't consider is that their perspective may be limited. This is where I come in - not as a mere recipient of orders, but as an expert whose job it is to get the best for the customer.

A good advisor takes the client 's wishes seriously, but also questions them. Why? Because the customer does not always know all the aspects or can assess the possible consequences of their decisions. It's my job not only to provide the customer with what they want, but also what they actually need to be successful.

Advice means taking responsibility

When I give a customer a recommendation or suggest a different direction than they originally thought, I don't do it to question their authority. On the contrary: I see it as my responsibility to protect them from possible mistakes and to show them ways that they may not yet know.

Of course, this also means that I sometimes have to say "no". However, saying "no" is not a sign of resistance or disobedience, but a sign of caring and professionalism. It shows that I want the best for the customer and am prepared to speak unpleasant truths in order to achieve a better result.

The dialog between customer and advisor

The collaboration between client and advisor should always be a dialog between equals. The client contributes their needs, goals and wishes, while the consultant adds their expertise, experience and strategic perspective. This dialog is about finding the best solution together - a solution that may look different from what the customer initially imagined, but which is much more effective in practice.

An example: A customer wants a new website, but only has a vague idea of what they want. He proposes a design that looks nice but is not user-friendly and does not meet the technical requirements. My job here is to explain to him why his proposal is aesthetically pleasing but functionally problematic. At the same time, I suggest an alternative that achieves their goals better and is more successful in the long term.

Training: imparting knowledge and broadening perspectives

In my training courses, too, I often find that participants come with fixed expectations. They want to learn a certain skill or solve a certain problem. But training is more than just imparting knowledge. It's about giving participants a broader view of the subject matter and enabling them to think beyond what they originally had in mind.

As a trainer, I see it as my duty not only to impart the knowledge that the participants expect, but also to open up new perspectives for them. Often it is precisely what they did not expect that brings them the greatest added value. And this is precisely the challenge - and also the joy - of my work.

The customer as a partner, not as king

At the end of the day, it's not about who's king. It's about who is the expert and how both sides can work together to achieve the best possible result. The client brings in their vision and goals, and the consultant or trainer brings in the expertise and experience to best achieve those goals.

It is this collaborative partnership that guarantees the greatest success. The client should not be seen as a king who is blindly obeyed, but as a partner who benefits from the consultant 's expertise. In this role, the consultant can help the client to sharpen their vision, define their goals more realistically and ultimately be more successful.

Conclusion

"The customer is king" may be a catchy adage, but it is no longer relevant in many modern contexts. In today's world of consulting and training, it's not about blindly following the customer 's wishes, but about advising them, disagreeing with them when necessary and developing the best solutions together. A good consultant takes responsibility, sometimes says "no" and shows the customer ways forward that they may not have seen before.

Ultimately, the relationship between customer and advisor should be characterized by respect and mutual trust. It is a collaboration at eye level in which both sides pursue the same goal: the greatest possible success.

What do you think?

Now it's your turn: what do you think of the saying "the customer is king"? Have you had similar experiences in your own practice? Do you believe that a consultant should always follow the customer's wishes, or is it more important to go against the grain if it serves the project or the learning success?

Share your thoughts and experiences in the comments. I look forward to an exciting discussion and am curious to hear how you see the role of the consultant and the client!