I'm a little unclear from how you worded things--was the question around the notion of firing people as heroic juxtaposed against what we call our support team (ie. Heroes)?
Can you provide any examples of industries where there is no opportunity to turn CS into a profit center vs. a cost center? Sure it might be very difficult to model and prove out the exact impact it has on the bottom line, but I'm not convinced there are any scenarios where pissing off your customers with a poor experience is better for business than making them feel loved and, well, supported. :)
[1] http://www.helpscout.net/blog/disney-customer-experience/
