We have always heard from time immemorial that customer is king. I think it is important for us to understand a few things. We exist because of the customer. We are in business because of the customer and our entire brand is there only because the customer is buying the brand. When I used to talk to a lot of our young men and women who used to join Guardian, I used to always tell them that in the service sector you have to do two things every morning when you leave for work. Number one, take off your watch and leave it by your bedside and number two, remove your ego and hang it on the hook behind your bathroom door because there is absolutely no place for either the time or your ego when you're talking to a customer. Irrespective of whether the customer is being unfair or unreasonable he or she is your customer and, therefore, you just have no choice but to accept that.