• A customer is the most important person ever in this office…in person, by mail or by telephone.
• A customer is not dependent on us…we are dependent on them.
• A customer is not an interruption of our work…they are the purpose of it.
• We are not doing a favor by serving a customer…they are doing us a favor by giving us the opportunity to do so.
• A customer is not someone to argue or match wits with…no one ever wins an argument with a customer.
• A customer is a person who brings us their wants…it is our job to handle them profitably, to the customer, and to ourselves.