When Customers Goes Wrong!

Frequently we are always heard that customer is the king, customer focus, customer experience, and customer centricity. They are all about customers. Business basically exist are because they had someone to buy their product or service. But during its process or I can call order to cash sequence, customer can be at the side that mentioned need an education. Well sometimes, it is true, but most probably it was about misunderstanding or I can easily said customer disconnection.