My company sells gift cards. Until we were purchased by a very large company, we had customer support agents from day one. They worked in the same office as me, and I was one the team that helped build tools for them to do their job.

The cool thing about having real, talented human beings doing that job instead of some undertrained call center? We treated them as part of our Fraud department. Someone calls in and tries to illicitly get access to cards they don't own, and the support agent had the training and knowledge to often be able to spot that and prevent it.

We didn't charge customers a cent for this privilege.