Which is important for a customer care representative? company's benefit or customer's right?

customer care representatives follow company's policy to satisfy customer needs.

if a representative follow standard procesures set by the company ,he must worry about customer satisfaction only.

company's benefits isn't his problem.his problem is customer satisfaction only.

when company gives customers thier rights  they will give the company its profit

It should actually be a win-win situation for both; customer and company. Customer rights are the pre-requisites for company benefits. But that does not implies that customer benefits should be extended beyond limits. Since the purpose of the company is to earn profit, therefore customer benefits should be well within the allowed limits leading towards the ultimate goal i,e. company's benefit.

Both are important. But to keep your business moving, customer's right preceeds company's benefit because when customers are satisfied, though the company might loose some financial benefit at the time, altimately the company would benefit in status/reputation and more probable customer's patronage rather than just being after "money" alone at all times.