Any initiative to put the 'customers first' must be underpinned by the following assumptions:
- Reward them – make it feel good to do business with you; let them know what great service they are getting
- Forget about selling – people love to buy; they hate to be sold at!
- People only buy good feelings and solutions to problems
- Keep asking: "What's the unmet need?", "How are we doing?", "How can we do better?".