George and Derek are right. In my current company, we're finding customer support to be a great way to build relationships with our customers and give them a warm and fuzzy feeling about our brand. We've seen a number of cases already where people have recommended us on Twitter directly after a positive customer support experience. It's powerful stuff.
In our experience, the key to a larger customer base is the person right in front of you, money in hand, waiting to see how you’ll treat them.