Every individual in an enterprise is a representative of it. How people behave
will be seen as a representation of how the enterprise behaves. If an employee
deals with a customer with great skill and compassion, for example, they
give the impression that the organisation knows what it is doing and that it
is caring towards its customers. On the other hand, if an employee in the
same organisation deals with a customer clumsily, abruptly and with a lack of
kindness and understanding, this is the image that people will get of the overall
organisation.