A business is only as strong as its weakest partner. If any one element is incompetent or unethical, the entire enterprise can topple, smashing everyone’s reputation and creating potential legal problems.
Have you or your employees ever faced an angry customer? Then you’ll recognize the interaction as a “moment of truth” in the customer’s relationship with your company. If you resolved the person’s complaint, you’d likely retain the customer long term. But if you didn’t, the person might not only defect, but also bad mouth you to friends and colleagues, not to mention write nasty reviews on the Internet.