Our customer is the most important person in our company, irrespective of whether he visits us in person, writes or contacts us by phone.
He does not depend on us, we depend on him.
He does not interrupt our work, but he is the whole purpose behind it.
He is someone who sets out what is he wants in a wish list.
Our job is to fulfil these wishes in a way which is profitable both for him and for us.
He is far more than just a statistic on paper, he is a person made of flesh and blood with the same failings and prejudices we all suffer from.
He is not someone to argue with or whose intellect is up for question. Nobody has ever won an argument with a customer.
He is not an outsider, but a living, breathing part of our business. We are not doing him a favour by serving him, he is doing us a favour by giving us the chance to serve.