Who is the customer actually?
The company or the person sitting behind the desk and negotiating on behalf of the company? I have seen that in a very good company, there are some people who you would not like to deal with at all; and there are good people in a bad company whom you would never fail to say hi.
However, these are rare incidents. The behavior of an employee in an organization reflects the overall philosophy of that organization. In fact, when a so called bad manager hires a deputy, he finds just the replica of himself (and vice versa).
Sad part though is that while most companies strive to make their customers almost God, all of them treat their vendors as slaves.
So, are we only considering the external value chain and ignoring the internal one?
Time to Rethink.