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@FixedCheese
All shop staff in all shops should be nice to customers without feeling like they are sacrificing their dignity. It's just people talking to other people. There are some pretty horrendous jobs out there, retail isn't one of them.
My favourite quip from a director I know is "Even clowns and prostitutes always smile". Not one I share with my staff, but puts things in perspective in a blackly humorous way.