The foundation of a great business is more than bricks and mortar — it’s built on customer goodwill and stellar service. Much of that foundation is laid in a single instant: the customer’s first impression of your company.
Should you physically beat up your customers? Of course not. If your employees are beating up customers in order to enforce company policy, clearly they haven't been taught the skills of effective decision making.
Figure out your ideal client, and go after them. Tim and O.P. tell you how to stop taking every fire job you're offered, and start doing the work you want to do.
Managed properly, you can be a hero but if you forget for even a minute that you are dealing with emotionally frayed people, watch out. All the anger they feel due to their loss will be focused on you like a laser beam.