The Rotary Balita no. 738 (January 28, 1954).

A CUSTOMER is the most important person ever in this Office... in person or by mail. A CUSTOMER is not dependent on us... we are dependent on him A CUSTOMER is not an interruption in 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 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 being with feeling and emotions like your own. and with biases and prejudices. 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.