The Customer is Not Always Right
Many times the customer is wrong actually. Our job as suppliers is to know more about our business than our customers do, and be able to give good advice. Many times, this means pointing out the wrong things that a customer wants, or thinks is good for them.
A few weeks ago, I had some pain in my stomach, and I had elaborate theories about what was wrong with me, and why I was feeling that pain. I went to the doctor, and after some tests it was clear how nonsensical my theories were.
I was the customer. I was wrong.
If you always tell your customers "yes" no matter what they want, and don't give your honest opinion, you risk losing your credibility. The customer wants to know that they are dealing with someone who is confident and knowledgable enough to suggest their own solutions, even when they are different from what they want.
Many other times the customer is clueless on what they want, and they need your help, and not just telling them that they their idea is the greatest thing you have ever heard.
Whether or not the customer is right is not a really useful question. The important thing to remember is that the customer is always important.