Customer friendliness, even when the customer is unfriendly?

Nowadays, topics like customer service and customer focus are top priority for many organizations. Employees are encouraged to make sure each and every customer gets treated friendly, with the NPS as the holy grail on the horizon. But what if the customer himself is not friendly at all? If he is frustrated and unreasonable, or threatens to use physical violence? How does the employee stay friendly and customer-oriented in a situation like this?

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