Metaphors can be dangerous when it comes to considering the customer/company relationship, as they could simplify or misrepresent the way things actually play out for the sake of an image. But Harvard Business Review has recently suggested that the perhaps problematic comparisons between this kind of relationship and a romantic relationship.
As with romance, the author suggests, things can start out great but turn sour, especially if a company doesn't know "how to commit." As the customer-facing "mouthpiece" of a business, an answering service can provide all of the tools that your client base needs to feel included and like the business they're a part of really cares about them and will be with them later on.
The piece described how a formerly good customer experience was soured by a later lack of attention to the customer's needs, or, as the writer of the piece, Sam Ford, put it, "the company is most interested in the customer touchpoints at which it derives the most immediate value," rather than the customer's personal need.
On the other side of the fence, a recent Inc. piece advises companies to make serious investments in their customer service solutions to continuously keep the ball in the caller's court and avoid getting too far away from what matters to your consumers. The piece quotes an Amazon employee on how workers in customer service could be more proactive in their situation, given the chance to do so.
So don't wait until the caller on the other end of the line says "it's not me, it's you." Instead, focus on a phone answering service that gives customers a chance to really be heard and develop something special between them.