When the Customer Crosses the Line

KUALA LUMPUR, Nov 11, 2025: For decades, the saying “the customer is always right” has been treated like sacred law in the service industry. It’s been drilled into employees as a symbol of professionalism — the idea that no matter how unreasonable the demand, the customer’s word reigns supreme.

But the recent ZUS Coffee incident, where a barista was verbally abused and splashed with hot coffee by a customer, forces us to confront an uncomfortable truth: sometimes, the customer is wrong — terribly wrong.

The viral video sparked national outrage. In it, a customer, reportedly from China, hurled insults and a cup of coffee at a young barista after being asked to leave the store.

ZUS Coffee responded swiftly, standing by its employee and condemning the behaviour. The company’s statement — “We stand with our Zurista” — was both compassionate and courageous, sending a clear message: respect is not optional.

And that’s precisely the shift we need to see in customer service culture. The phrase “the customer is king” was never meant to justify abuse. It was meant to encourage attentiveness and quality service. But too often, it’s been twisted into a shield for entitlement and bad behaviour.

Behind every counter, every café register, every delivery app chat — there’s a human being. Many of them are young Malaysians working long hours, often for modest pay, trying to serve politely even in the face of rudeness. They deserve dignity, not degradation.

Yes, businesses should prioritise customer satisfaction. But customer service does not mean customer submission.

When a line is crossed — especially one involving aggression or humiliation — companies must act firmly, as ZUS Coffee did. Protecting staff is not only a moral obligation, it’s good business. A healthy workplace culture builds loyalty, both from employees and from customers who value fairness.

This case also highlights something broader about our social conduct. Courtesy is a two-way street. Malaysians pride themselves on being friendly and respectful — traits that should extend beyond slogans and social media posts. In every café, restaurant, or retail outlet, respect must be mutual.

At the end of the day, coffee can be remade. A bruised ego can heal. But when humanity and empathy are thrown out the window — that’s when society truly loses its flavour.