Why companies always under estimate the value of phone support?

When I started to work as technical support rep for a major PC manufacturer, I felt great responsibility of solving customers’ issues over the phone, I felt each customer was really important and I must resolve his or her issue to a complete satisfaction. But the management had a different objective, they waned me to calls, they wanted to make sure a take certain call per hour, it was not important to resolve customer issue as long as I can make the customer feel that he was giving great help.

In my job performance reviews, I used to get modest rating because I was spending so much time helping customers over the phone. I could never understand why companies won’t give support that was promised when the customer purchased the product, why companies treat phone support as a marketing tool while they should consider phone support as an obligation they must fulfill.

In the small company that I run, our customers are always our number one priority and its one of my top concerns each day that each customer who calls us get an excellent support over the phone.