Friendliness : to a good welcome customer and a good service.
Understanding and empathy : to the customer that is needed a good service for understanding.
Fairness : most of the customer want to get treated fairly of the product.
Control : it should be solve for a customer problem as fast as possible.
Options and alternatives : most of the customer want to choose the good thing for themselves.
Information : mostly customer all needed the information about the product before they buy.