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Is this customer a company?
At the very top of the form is a radio selection option to inform Odoo if this customer is an individual or a company. For our example, we are using a walk-in retail customer. If you were doing a business-to-business type operation, then often your customers would select the Company option.
In previous versions of Odoo, you were not allowed to have multiple contacts if you had the Individual option selected. In Odoo 11, you can create contacts for individuals as well as companies.