مشتری مهم ترین ناظر بر فعالیت ماست او به ما وابسته نیست . ما به او وابسته هستیم . مشتری در کنار ما یک هدف زود گذر نیست بلکه مشتری هدف و غایت همه اقدامات ماست او یک فرد خارجی در سازمان محسوب نمی شود بلکه مشتری جزئی از سازمان ما است . ما با خدمتی که به مشتری اعلام می نمائیم به او لطف نمی کنیم بلکه او از طریق فرصتی که برای ادامه کار به ما می دهد ، در حق ما لطف و التفات می نماید .
A Customer is not an outside to our business. He is a definite part of it A coustomer is not an interruption of our work . He is the purpose of it.A customer is doing us a favor by letting us serve him. We are not doing him any favor . A customer is not a dim & dull object : he is a flesh and blood human being with feelings and emotions like ourown.A customer is not someone to argue or match with.He deserves courteous and attentive treatment. A customer is not dependent on us. We are dependent on him . It is our job to handle them properly and both to him and us. A customer makes it possible to pay our salary, whether we are driver , a plant or an office employee