Customer servicing and support has to form a key ingredient of corporate strategy. Good service eventually drives business value. When the customer support is good, experience are created between the brand and the people. Thus support agents rather than sales staff develop long term relationships with customers. New customer acquisition is far costlier than retention. A loyal customer in turn can eventually prove to be a brand advocate driving more traffic alongside. Features such as agent ratings also improve customer engagement with the firm. Such feedback collected over time forms the raw material for business analysis to be conducted. This helps the firm predict changes in customer tastes and act before competitors steal a march.

Source: http://www.business2community.com/brandviews/teamsupport/customer-support-part-complete-business-strategy-01606822#xLQftxBM2VqKoEDJ.97