At iRobot's customer service centers, a large sign hangs above the areas where the service reps sit. Its four simple words remind them how to interact with clients. It says: "Think like a customer." "Think like a customer" has become the foundation for iRobot's service strategy. And Maryellen Abreu, director of global technical support, ensures that employees execute on it. The theory behind the saying is that when reps put themselves in customers' shoes, natural conversations will occur, producing valuable information to help enhance the company's products and services.