Regarding what Simon mentioned with regard to automation freeing up staff for customer service: that was a selling point we used at a company I worked for that automated order-entry call centers with Voice Recognition. There were 2 components that had to be developed. The interface with the back end system and the front end voice part.
Part of the task developing the system was to interview to current staff that actually took the orders over the phone. Sometimes they were a bit hostile, and rightly so. We used that line - this would free them up to handle more important service related tasks, etc. and this was true to an extent (for those that kept there jobs). But in reality it was viewed by management as a way to reduce head count. They kept the best and the rest were freed up to pursue other opportunities. I felt kind of bad knowing that people were losing their jobs so I could have one.