I n today’s business climate, the tension between the smart thing to do and the right thing to do is real. Just ask Adam and Alan Levin, owners of Chuck Levin’s Washington Music Center. In this month’s cover story, which starts on page 30, the Levins share their strategies for customer service, strategies that helped them win the “Best Customer Service” award during the 2026 NAMM Retail Awards this past January. What stood out most during our conversation is that their approach to PERSPECTIVE I BY KATIE KAILUS DOING THE ‘RIGHT THING, NOT THE SMART THING’
customer service isn’t built around scripts, chatbots or efficiency metrics. Instead, it’s built around conversation. The Levins said they believe great retail starts with listen- ing, asking questions and understanding a customer’s goals. And sometimes it means telling them something they may not want to hear if it’s ultimately in their best interest. “Communication is everything,” Adam said. “It’s hard. And I’m not claiming we’ve figured it out. Every day I’m thinking about how we can communicate better. But the answer is always more conversation. How do we solve this for the customer? How do we make it right? I consider a lot of what we do to be detective work. We have to truly understand the customer.”
The smart thing may be to protect margins and stick to company policy. The right thing, however, is whatever decision leaves the cus- tomer feeling valued and confident in their purchase. Those moments don’t always make the most business sense in the short term, but they can leave a lasting impression, including one that turns a single sale into a long-term relationship. As a result, word-of-mouth is still Chuck Levin’s strongest driver of business. “We don’t operate like a traditional CRM-driven business,” Adam said. “We’re not blasting out automated campaigns. We do marketing, I’m not saying we don’t, but so much of what works for us is organic. We do the thing, we do it right and that person tells other people. It’s still good old- fashioned word of mouth. Serving that customer as well as we possibly can is the best thing we can do, and it will continue to snowball just like it has for the last 68 years.” That philosophy may seem out-of-date in an age dominated by auto- mated marketing campaigns, social media influencers and AI-generated recommendations. But for the Levins, growth has always started with the customer standing in front of them. As you navigate your own business challenges, remember that the smartest decision isn’t always the one that looks best on a spreadsheet. Sometimes it’s the one that leaves a customer smiling, telling their friends about you and coming back through your door. MI
10 I MUSIC INC. I JULY 2026
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