We’ve all heard the adage, “The customer is always right.” But the truth is, the customer isn’t always right. The hallmark of great customer service is going above and beyond expectations. But what happens when a customer is asking too much of a business to begin with?When a person comes to BBB looking for a business they can trust, they see a letter grade from A+ to F and the reasons for that rating, along with the business’ history of complaints and reviews. There are several factors that affect a business rating with BBB, and the number of complaints is only one. The size of a company matters (more customers means more transactions, which naturally means a larger potential number of complaints). The way in which we ‘close’ a complaint also matters.In a perfect world, we’re able to help two parties reach a happy resolution to a legitimate issue (in which case, we close the complaint ‘Resolved’).But sometimes it happens that a resolution cannot be reached. In these cases, its important to realize that it is not always the business’ fault – sometimes a customer just has unreasonable demands. We often see disputes in which the business has done everything it could possibly be expected to do, but we understand that the customer still isn’t happy. In this case, we close the complaint ‘Answered’.At BBB, we publish those details so that other people – a company’s potential customers – can see how a company responds if something goes wrong. It tells you something when a company responds professionally and promptly to a legitimate complaint. And sometimes, you learn even more about a business when it responds professionally and courteously to someone with unreasonable expectations.It bothers me when I hear that people using BBB’s website are only looking at the number of complaints, and not reading the full story. It bothers me even more when I hear about customers threatening to use BBB’s dispute resolution services to force a business into doing something that isn’t reasonable. This is why I always encourage people to read the details of a company’s complaints – make sure you’re getting all of the details you need to make an informed decision.At BBB, our goal is to advance marketplace trust, and trust is a two-way street. Both parties, the customer and the company, have a responsibility to be reasonable. We do our best to ensure that businesses are fairly represented, and that consumers have the information they need to make an informed decision. Make sure you’re getting the full story. Sometimes the customer isn’t right, and you’ve got the right to know.