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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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8The Customer Is Always …The Customer

Our PolicyRule 1: The customer is always right!Rule 2: If the customer is ever wrong, reread Rule 1.

—Stew Leonard’s Dairy StoreNorwalk, Connecticut

These words, chiseled into a 6,000-pound rock resting just outside the front door of Stew Leonard’s, the world’s largest (and most profitable) dairy store, are probably familiar.

They are also wrong.

So why do the people who run Stew Leonard’s Dairy so loudly proclaim “Rule 1” and “Rule 2” at the entrance to the store? Because each and every employee knows, lives, and breathes the real truth behind the slogan written on the rock: Customers are not always right, but they are always our customers.

Right and Wrong

The customer is not always right. You know it. We ...

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