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@brett
As a smaller company in a competitive industry where individual transaction costs are low you can't afford not to give good customer service, because your bread and butter is repeat business.
Sadly, with a company as large and dominant as the carphone warehouse, the ingrained attitude is that they can employ halfwits to give crap service to the public because as soon as someone wises up and takes their business somewhere else, some other mug will be along to replace them. (Apologies to anyone who might work for CPW, I could be talking about lots of large companies.)