In my customer-service seminars, I see people in the audience who do not have a sense of what is required to give good customer service. These people answer the phones and convey the image of your company. Customers get a first impression of how the rest of the company will react to their needs from them. So often, people answering the phones are the most important link in the service chain. They're also typically the weakest link, because of a lack of training.
You need a company truly focused on the customer. A company fully aware of customers' needs helps create the foundation necessary for them to feel secure and salespeople more confident to close sales.