The U.K. press has made much hay out of a story involving grocery retailer Sainsbury's. Apparently a Sainsbury's shopper, part-time taxi driver Jacky Birch, 47, received a rude awakening when she called a customer service line with a question about her loyalty card account (we're presuming it's her Nectar account). When Birch attempted to explain to a customer service representative that she believed her loyalty card was down 6,000 points, she said she was told to "shut the **** up."

Apparently the rude comment did not come from the customer service rep and was not directed at Birch, but rather came from another nearby employee and was picked up by the CSR's microphone.

Birch, however, maintained that the comment was "100 percent" directed at her. She was so angry that she immediately returned 50 pounds worth of vouchers the company sent to her by way of apology. She also demanded an apology from Sainsbury's chief executive Sir Peter Davis.

Birch said she was "shocked and appalled" by the encounter, adding: "You do not expect that sort of language from Sainsbury's and I found it very insulting."

Sainsbury's said they had apologised to Ms Birch, adding that although the comment was not directed at her, she should not have heard it.

The moral of the story? If you're going to use a four-letter word, make sure you step away from the CSR's desk.