A Customer is the most important person ever in our office

…in person or by mail.

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 a favour by giving us the opportunity to do so.

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.