We are all "customers" - I am the x-ray tech's customer etc. We all use the services of each other making us customers. It may take an extra minute to get a blanket for a family member or answer their questions, but whether we like it or not they are our customers. No we are not a hotel, but how much more important is it to treat our patients and families well since they are our "captive". THey are under stress from illness and lack of knowledge etc. THey have already given up most of their choices, dignity and freedoms. Put yourself in the patient and families place and think how you would want to be treated. Yes, sometimes they are impossible, but we can still be nice to them and go on giving our best care to the patient.