WHAT IS A CUSTOMER?

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 him.

A Customer is not an interruption of our work, he is the purpose of it. We are not doing him a favour by serving him he is doing us us a favour by giving us the opportunity to do so.

A Customer is not an outsider to our business - he is a part of it.

A customer is not a cold statistic - he is a flesh and blood human with feelings and emotions like our own, and with biases and predjudices.

A Customer is not someone to argue or match wits with. Nobody ever won an argument with a customer.

A Customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.

That is what a customer is - in our business, in your business or in any business. Some people seem to have forgotten a few of these basic truths in recent years, but it is high time to be remembering them again. Tomorrow may be too late.