How do you deal with rude customers?

@GJOFJ3 That's what I always try to do...but it often goes beyond just rudeness. They often also get hateful and verbally abusive, throw temper tantrums, etc. and you are still required to be friendly and smile. It is not easy to do, and it rarely ever makes them "feel guilty"...I have seen it escalate too many times, then management comes out and caters to their every whim and demand. It doesn't take them long to figure out that they can have anything they want by acting anyway they want. The problem continues to grow and the companies don't care as long as they can keep piling money in the bank.