| A Customer ... | is the most important person in any business. |
| A Customer ... | is not dependant on us - we are dependant on him. |
| A Customer ... | is not an interruption of our work - he is the purpose of it. |
| A Customer ... | does us a favour when he calls - we are not doing him a favour by serving him. |
| A Customer ... | is part of our business - not an outsider. |
| A Customer ... | is not a cold statistic - he is a flesh and blood human being with feelings and emotions like ours. |
| A Customer ... | is not someone with whom to argue or match wits. |
| A Customer ... | is a person who has a demand - it is our job to satisfy these demands. |
| A Customer ... | is deserving of the most courteous and attentive treatment we can give him. |
| A Customer ... | is the fellow who makes it possible to pay your salary, no matter what position you hold in the company. |
| A Customer ... | is the cornerstone of our entire organisation. |
