The concept of fairness is essential to the relationship between consumers and companies. The care, efficiency, and thoughtfulness that companies take in customer interactions can ultimately leave a longer-lasting impression than whether or not a customer gets 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 which 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 behavioral 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.