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Imaginus reintroduces the once-popular theory that the customer is the most important person in any organization. The most successful corporations in the world all believe that "The Customer Comes First." Few other organizations truly practice this powerful axiom. Imaginus Training and Development was itself founded on the same principle: The key to a successful business begins and ends with service and has the customer as the focal point.

Excellent customer service is measured from the customer’s point of view and depends upon whether their expectations are met and exceeded. The customer’s perspective is the reality of how well an individual store is meeting or exceeding a customer’s expectations. It is based on the quality of service a store provides, how well they provide this service and whether they can repeat and maintain the highest of these levels of service again and again.

Customers can choose from a number of stores for the same products. With product, price and location being equal, there is only one thing that distinguishes one store from another - and that is SERVICE.