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[Peter Marsh recounts how his advertising agency was tendering for the British Rail advertising contract. He invited Peter Parker of British Rail to his office where he was greeted by a bored receptionist and made to wait in a waiting room where the tables were festooned with used coffee cups and cigarette butts]Peter Marsh - Advertising Agency Director: And Peter's sitting there fuming. And I timed it perfectly: "Hello, Peter. Sorry to keep you waiting. What I've been trying to demonstrate to you in these surroundings and the indifference of our receptionist there, is the experience your customers have of you, British Rail, every day. And it's my job and intention to show you how we will overcome that problem. Shall we go and have lunch..."

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