If you receive a customer service call from a number with a higher klout score, you could send them to a 'VIP' agent that's been authorized to give them better deals or whatever. If you give better support to a few users who have a lot of twitter followers then that person is a lot more likely to tweet about a good experience and help the companies reputation. Otherwise if they have a bad experience they have enough followers that if they tweet about a bad experience, there's obvious harm there.

It's the same reason someone will have a bad experience and e-mail a company but get ignored. Once The Consumerist runs an article about it though, it gets fixed.