You plan for offensive operations, while you prepare to play defense. You'll find this concept in both warfare and sports, and it's applicable in business as well. I much prefer playing offense, because that's where you score and generate revenues. A strong business offensive plan also limits the amount of places you'll need to prepare to play defense, freeing up more resources for--you guessed it--playing more offense.

My experience with L.L. Bean today shows that customer service, when done correctly, isn't an expense. It can be your #1 marketing tool and put a wide moat between your business and your competitors. L.L. Bean is the standard against which your phone support should be measured.