diff --git a/tailbone/api/customers.py b/tailbone/api/customers.py
index bc10504a..ddca770c 100644
--- a/tailbone/api/customers.py
+++ b/tailbone/api/customers.py
@@ -26,6 +26,8 @@ Tailbone Web API - Customer Views
 
 from __future__ import unicode_literals, absolute_import
 
+import six
+
 from rattail.db import model
 
 from cornice.resource import resource, view
@@ -41,6 +43,7 @@ class CustomerView(APIMasterView):
     def normalize(self, customer):
         return {
             'uuid': customer.uuid,
+            '_str': six.text_type(customer),
             'id': customer.id,
             'name': customer.name,
         }