Two birds with one stone
Putting effective customer service systems in place is good for more than just positive PR: it can also help a company overcome a certain difficulty, and keep a business entity from having to look elsewhere for a particular function. The term "customer service" after all, is a pretty broad umbrella, and there's plenty of things a organization can use well-trained, outward facing employees for. One need look no further than Chicago to see an example of this in action, as the Chicago Sun-Times recently reported that the city's transit authority will be using its own customer service employees for security, instead of turning to outside providers.
Making the most of available resources
While it appears to have drawn some criticism, this approach does have the advantage, to the CTA at least, of offering an in-house remedy, allowing it to draw on workers who have more experience in this environment than outsiders might. Another similar story has seen Colorado Springs mandating customer service training for its thousands of civic employees. Although this is a different situation, the idea is still the same: strong services can be brought into all areas of an organization, and if there's a relevant need that can be filled by the workers in an outbound call center or similar department, that's an option managers can consider.
Hiring on an answering service can be a manifold blessing. If the company in question has certain tasks they can give to their customer service teams to handle, it could be useful to do so and see them achieve more.