If you refer to your team members or employees as "associates" you're much more likely to treat them as equals.

Similarly, if you refer to your customers as "guests", you are much more likely to treat them as such rather than simply treating them as people in your store looking to spend money. It gets to the whole sense of trying to create an experience. As a store that sells a significant amount of home goods and goods for the home, referring to customers as guests instills the sense that employees are creating a home like experience for the customer.

Neurolinguistic programming isn't just for hippies. It's a very popular pseudoscience in corporate America.